That’s right. The famous Facebook EdgeRank is kaput, deceased, finito, parrot (to coin a ‘Pythonism’).
What’s more, according to a recent industry article, it’s been dead for a couple of years. So the all that work that marketers like myself have been doing basing social media campaigns off of were worth nought.
Well, not quite. It just means we’ve been working far less factors than we could have been to get your social media working better for you.
Facebook has apparently been working on a much broader algorithm, with a bigger range of factors than the “EdgeRank Three” – somewhere in the region of 100,000 as it turns out.
If that number sounds familiar , it’s probably no accident. In the wake of people bemoaning the lower quality of Facebook over Twitter & Google+, it’s not far fetched to presume such a development is a response to that.
So, what do you need to do, dear reader?
Well, I wouldn’t be running for the hills and abandoning everything you’ve worked towards so far.
As more information comes out as to what those factors are (remember though that like Google, some of them will be proprietary, so it’s unlikely we’ll ever know them all), if you’ve had some success previously, with more data you now have the opportunity to strengthen it.
And if you haven’t much success to date, well theoretically at least, it should be easier to see what’s not working for you so you can change it. :)
When it comes to facebook marketing, it pays to remember that whatever strategy you’re using, the one that favours facebook itself will be the one that most likely wins out over one that doesn’t.