So much has been written about social media, how it has 'leveled the playing field,' but inevitably the floodgates opened and a million ‘Gurus’ hit the scene armed with a million Facebook pages. Being able to reach thousands of people online using small budgets was an amazing development, but as our News Feeds were bombarded with status update after status update and our Twitter feeds filled with a million salesmen shouting their latest deals, marketing just seemed, well, dull and uninspiring. Publicity was becoming a cheap discipline (and I'm not talking dollars and cents here). We were all becoming rather despondent.
Never underestimate your audience!
The public soon got wise. They started to block the Facebook pages they had 'liked' from appearing in their News Feeds. They began to delete those Twitter profiles that were spamming with no fear of receiving an 'unfollow' in return. Suddenly numbers, the amount of followers one had, became an ineffective way to monitor just how effective ones outreach truly was. Brands could have a thousand followers on Twitter but how many people were actually reading their Tweets? Analytics are just beginning to catch up, but that's not the focus of this article.
This is why I love EdgeRank so much. It is based purely on the quality of content. Nobody wants to read sales pitch after sales pitch, but they may like to see a great video. They may like to even be a part of that video. Nobody wants to be ignored, but they may like to join a debate on the latest logo design for your company. They may even like to vote on what your updated logo will be. Hell, they may even like to upload their own design for your next logo. Ahhhh the ideas and the interaction...the ENGAGEMENT. This is what it's all about!
4 easy ways to improve your EdgeRank score.
1) If it’s interaction they want then lets give it to them!
A status update just isn’t going to cut it in the age of EdgeRank. Before you post anything, status or video, ask yourself if there is room for interaction. Does the video inspire the audience to comment? Is it unique, asking a question, controversial even? Is there a Call To Action (CTA)? This can be as simple as asking when you post a video or photo what people think of it.
Above & Below: Two great examples of CTA in place. However, note the difference in comment volume.
2) If you don’t have time to create loads of fresh content, share some links. Become a resource!
Since you are busy why not post some links on your page? Links require interaction, as users have to click on the link to view. Again, leave a CTA that encourages opening the link and leaving thoughts/comments.
Above: Robin Van Persie, a Dutch soccer star, often posts links to relevant news regarding his team. 42 comments aren’t bad considering it probably took about 30 seconds to post a link on the page.
3) Don’t be afraid to spell out your CTA!
Don’t be afraid to ask users to share objects or click on the Like button—especially if you’re new to Facebook. It can take a little while for a Facebook page to gain momentum. Anything you can do to help it along will only speed the process.
4) Start a conversation.
Ever notice how controversial content on Facebook can generate comment after comment? People love to debate and discuss hot issues. Make your fan page a place for constructive discussion on the latest industry topics. Although this approach takes careful management, objects from a fan page filled with healthy discussion are more likely to receive a higher EdgeRank.
Right: Coldplay have started over 1747 discussions on their page. We all love a good rant, so why not get people started!
There are many other ways to increase your EdgeRank and we are learning everyday. The above four suggestions however are easy to implement and, from my experience, are a great way to ensure your brand’s updates are appearing in those all important News Feeds.
Do you have any other ways in which to increase EdgeRankings?