Face Licking Good Viral Video Marketing

Video content is the fastest growing content on the internet. Lets be honest here despite the emergence of video sharing sites like Vimeo and daily motion, YouTube is still the king. Here are some astonishing YouTube video facts

  • In 2011, YouTube had more than 1 trillion views
  • 60 hours of video are uploaded to YouTube every minute.
  • More video is uploaded every 60 days than the three major US television networks produced in 60 years.

viral video, online video content

Video can be a powerful way to convert leads into sales. According to Internet Retailer, 52% of consumers say that watching product videos makes them more confident in their online purchase decisions. According to Comscore, retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.

All this is great if you already have a bunch of traffic to your site that you need helped converting. But How about actually reaching new people on a mass level using video?

Creating a successful viral video is something very difficult to do, but with all the social platforms available now it is far from impossible.

Take Little Baby’s Ice cream, who make hand crafted premium ice cream in Philadelphia and currently have four locations. They just created this really basic video… and in the last 24 hours …IT’S GONE VIRAL.

In the last 4 day it has received

  • 758,897 views
  • 63,679 Facebook shares
  • 2,829 Twitter shares

Most of these peaking over the last 24 hours.

Have a watch of the video and see what you think! It’s good, but nothing special. I think the key lies in the screen shot. It entices people to find out what it is about. Make people curious and you are on to a winner! The video is short too which helps with peoples interest generally tapering off about the 30 second mark.

The SEO value that arises from all the blog posts alone is invaluable. But getting people talking about your product and creating a buzz is what will the clever makers of this video will be most happy about.

Just goes to show, if the holy grail of viral video marketing isn’t as out of reach as you might think

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How Facebook Says We should Use Facebook To Market!!

There’s no shortage of blog posts and pages out there offering advice on how to use Facebook as a marketing tool. But what was news to me (just being honest) was that Facebook has a whole range of resources to give marketers advice on how to successfully use it as a marketing tool.

Facebook marketing advice, facebook guidelines, how to use facebook to market

  1. Facebook Studio:
  2. Facebook Success Stories:

In reality both of these resources are pretty similar. Facebook studio is meant to be from an agency perspective show casing successful use of Facebook to reach mass audiences and increase sales by millions of percents! There is quiet a handy feature on it though allowing you to search for campaigns based on location, category of product, and the type of Facebook feature used.

Facebook success stories is meant to provide page administrators “in-depth looks at successful campaigns, from inception to execution”. And sure, they certainly do give some great examples where big multi national companies have used Facebook well. But for the average Joe soap advertiser hoping to increase exposure and engagement and eventually sales, there isnt really a whole lot there.The success stories come from American express, At&T, Spotify, Huggies, Pepsi, Diagio, ticket master, 1800 flowers to name a few. For me as a marketer working with a very limited budget thats like saying to a small restaurant  “Why don’t you take a leaf out of Mcdonald’s book they seem to be doing quiet well” !!

Facebook marketing, Facebook big brand, facebook buduget

3. Brand Resources and Permissions Center: This section of Facebook’s guidelines helps campaign managers ensure that they are using the social network’s logos and other images properly. Nothing too exciting here

4. Facebook Demo Tool: Now this is quiet a nice little toy. It allows users to create ads and see how they will appear to others before actually going and paying money for the ads.  It works for sponsored stories and premium ads. The one thing I did find annoying though is the fact that it doesn’t self populate the demo page with your own page info even if you are logged in. Which means that you need to ad a cover photo, a profile photo etc if you want to see how your own page will look.

5.  Facebook Marketing Page: This is an actual Facebook page which you can “like” where they post tips and useful information on an ongoing basis. They just posted a link to pre- designed tent cards, posters and stickers which can be customized with your own URL to let people know about your Facebook page. Useful to hand out at events or have them in shop windows.

Facebook released some new marketing guidelines on Friday. Here’s a quick run down of what they said

  • The overall message is be short and sweet. Body copy should be no more than 90 characters, in an effort to grab users’ attention. Videos should be no longer than 15 to 30 seconds.
  • For videos, Include an eye-catching and action-oriented thumbnail to achieve high video play rates. Be engaging, but make sure the image you select relates to the video content and your brand.
  • For Photos Be engaging, since an eye-catching photo is essential to draw people’s attention. But make sure that the photo relates to the brand. Use a photo that is at least 168×128 and maintains a 16:9 aspect ratio. 
  • For questions only check the “Allow anyone to add options” box if you want to allow user generated responses and you’re positive it will result in a better post.

Path App…. What is it?

After reading about the second round of investment that Path had received yesterday I was keen to find out a bit more about the social platform I had only heard mummers of faintly in the background until now.

“The smart journal that helps you share life with the ones you love”

The tagline from the minimalist website doesn’t give too much away so I had to dig deeper to find out why investors like Richard Branson and Jerry Murdoch are willing to contribute to a $30 million round of investment, currently valuing the company at $240 million.

Path was Founded in 2010 by some pretty big hitters. Dave Morin (previously Co-Inventor of Platform and Connect at Facebook), Shawn Fanning (creator of Napster) and Dustin Mierau (co-creator of Macster). What that means is that its already older than Instagram…. and it hasn’t really caught on has it?!

Path app review, what is path, path investment

But after downloading the app which is a platform built entirely for mobile use I can see what loosened the investors pockets. Path aims to be a combo of Facebook, Instagram,Foursqaure and maybe Twitter all in one. There is also a strong focus on close relationships, (rather than being connected with every Dick or Harry you went to summer camp with) with Path initially limiting you to just 50 friends. This has recently been increased to 150 friends, but the emphasis is that this is a more personal social network than others.

Users can use take pictures directly from the app and use many of the filters that Instagram has become famous for. Part of the attraction to Facebook of Instagram was its ability to take photos directly from the social platform in as few steps as possible. Path allows you to do it in three steps, which is comparative to Instagram.

Users can also check into places or add location tags to any posts they create. They can also let people know what music they are listening to providing a link directly to both listen to the song and to buy it from iTunes.

And of course comments and updates can be provided too.

What I think is key to Path’s appeal is its amazing user interface design (UI) and user experience design (UX) where ease of use and navigation features strongly. The platform itself is slick and aesthetically pleasing and anyone that I have convinced to sign up immediately likes it and wants to use it.

Creating posts is incredibly simple: click on an icon at the bottom of your screen and six buttons fan out in a quarter-circle. From here you can write whatever’s on your mind whether thats tagging where you are, who you are with, what you are seeing, how you are feeling or what your listening to. These all appear on a single screen along with your friends’ updates.

What is Path?, Path app , Path user experience

I can certainly see why, with its slick interface and focus on a smaller network between closer friends, Path is appealing. Facebook is the master of social networks, but I’m not sure that it is suitable for certain types of posts that I may want to put up. Photos on Facebook tend to be mainly of people and usually of them having a good time. Photos on Instagram tend to be of things. These arty, beautiful photos of a tree you pass feel a bit poncy and unsuitable on Facebook, yet fit in perfectly on Instagram. In the same way I think in a smaller social network letting people know who I am with and what I am listening to seems more appropriate.

The problem with Path is though that it currently has about 798 million less users than Facebook. No one I know was on it until I convinced a few of my friends to try it out and the fact is a social network is only as good as its network. But with such an interest right now on sites with design at its core like Instagram and Pinterest it wouldn’t surprise me one bit if Path comes more and more to our attention in coming months.

If you are on Path let me know. My username is Barrytg! I have included a link to an excellent site about user design called Start ups this is how design works.

Also check out great blog by Shane O Leary.

Path app, What is path, path social platform, path investment

Winding Path to Success?

Ford Gambles On Yahoo To Help Them Go Electric

Every time I fill up my car petrol prices seem to have risen again. A gambling man might say that the time of the electric car could be upon us. Well Ford have certainly taken a bet on Yahoo as they choose them to launch their social media campaign which will spear head their efforts to try connect with the younger more affluent “millennial” market.

Yahoo themselves have been in turmoil in recent years firing three CEOs in five years who havent been able to figure out how to stop sliding revenues and to capitalize on the increasing online advertising industry.

Yahoo decline, Yahoo 1st quarter results, fiesta movement, plugged inGoogle’s annual revenue has increased from $22 billion in 2008 to nearly $38 billion last year while Facebook’s annual revenue has soared from $272 million to $3.7 billion during the same period. Meanwhile, Yahoo’s annual revenue has crumbled from $7.2 billion in 2007 to $5 billion last year.

Yahoo recently lured Scott Thompson away from eBays Inc.’s PayPal in the hopes that he could come up with a better plan. He was quick to lay off 2,000 employees, or about 14 percent of Yahoo’s workforce, earlier this month, and is expected to give his vision for moving Yahoo forward after their first quarter results are announced next week.

Ford’s vote of confidence will come as a welcome boost but only time will tell if it will pay off. The campaign will center around a “reality competition” which sounds remarkably like a mini version of the amazing race to me.

The web series named “Plugged In,” will show two-person teams in various locations following clues and eventually meeting in a Los Angeles finale to try to win a Focus Electric. The ten minute episodes will be broadcasted on Yahoo’s streaming video site starting in May.

plugged in, yahoo, social media, web series

John Felice, general manager of Ford marketing said “I’m not going to say that TV and traditional media doesn’t play a role, but this is going to be exclusively an online launch,” 

Sixty-one million unique visitors come to Yahoo each month to watch videos, Ford said on Tuesday, citing comScore data. Viewers of the “Plugged In” reality show will be encouraged to post comments and engage with the videos. Right now there’s no indication how they will be encouraged….

Its not surprising that ford has turned to social media again after previous success with its “Fiesta movement” campaign where they gave out cars to 100 people and asked them to complete tasks and chronicle their activities on Facebook, Twitter, YouTube and other websites for six months.

Ford spent $5 million on the campaign to promote the model, which was returning to the U.S. market after two decades, in the year before its 2010 launch. After that campaign, 60 percent of Americans said they were familiar with the Fiesta brand.

Ford highlighted the incredible return on investment at a shareholder meeting that year suggesting getting the same results from traditional media would have cost in the region of  $100 million.

But with so much content available out there now are people really going to tune into a declining web platform to watch some people compete for an electric car?! Especially the mid thirty something year olds with enough money to afford the $40,000 electric car that Ford are aiming at?

Well we will have to wait and see if Ford’s Yahoo gamble pays off.

 

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The Dangers Of Driving In Heels!! Pinterest Competition

Confused.com an online website which provides people with online insurance quotes is trying their hand at using Pinterest for a marketing campaign.

The company is trying to highlight the perils of driving in heels using this fun video which you can check out below. Its shows a (fairly) elegant women strutting her stuff a long the high street getting admiring glances from passersby. When she gets to her car though that’s when her troubles begin.

To be in with chance to win a pair of Butterfly Twist lightweight folding flat pumps (very desirable i’m told!)viewers are encouraged to post their own pictures of the most preposterous footwear on Confused.com’s new Pinterest page.

The ad is clearly aimed to the female market which goes hand in hand with Pinterest usage which is strongly skewed to the feminine side!

According to Confused.com’s research, British drivers have some odd, and unsafe, habits. Forty percent of women drive in heels, while 24% of women and 22% of men have driven with bare feet. (And 46% of drivers eat while driving.) Not everyone even gets dressed before they get behind the wheel: 25% have driven while wearing their pyjamas.

There only seems to be about 7 entries so far so it might be worth getting out the old electric picnic wellies!

Lets us know what you think!

Pinterst competition, confused.com

The Next Pinterest or Twitter? Review of the next big Start Up Companies

Y Combinator was set up in 2005 and put into place a new model of funding for start up’s. They invest a small amount of money (average $18k) in a large number of start up technology firms. Each of these start ups’s will move to Silicon Valley for 3 months where Y Combinator will work intensively with them to get them in the best possible shape to pitch to investors. Each of the start up’s will then present to a large audience on Demo day.

To date they have assisted in the start up of over 385 companies. Here are my favourites from this years Demo Day which happened on March 27th.

the next big start up company, tech, silicon value, y combinator

Pair : This one is a little bit cheesy but it could be a lot of peoples dirty little secret!  A private social network for couples.  Pair lets two people create a private timeline where they share photos, videos, sketches, activities and more. The iPhone app, which launched just four days ago, has already garnered more than 50,000 registered users who have used Pair to send more than 1 million messages. Pair has received funding from SV Angel and Path founder Dave Morin, who told Pair’s team that Facebook has created social networking’s “cities,” Path is building its “houses,” and Pair is like its “bedroom.” I think the the one-click “Thinking of you” button could be a big hit with guys.

Priceonomics: With the ever blurring line between online and offline purchase decisions I think this one will be huge.  An online price guide for anything. Type in anything you want to own and it will tell you how much it should cost, like a Kelly Blue Book for smartphones, laptops, TVs, stereos, etc. Priceonomics crawls through hundreds of millions of transactions to find out what people are selling and how much they’re selling it for. It got 250,000 page views in March, plans to make money through targeted advertising, and already has funding from SV Angel, Andreessen Horowitz, CrunchFund, and several angels.

Sonalight: If anyone is on the road as much as me this will be great. I have even looked for an app like this before unsuccessfully so it is definitely going on my list.Touting itself as “Siri on steroids,” Sonalight is an app aimed at letting you send text messages while driving by using just your voice. The app purportedly works even while a phone is your pocket. Already, the app has been used to send 500,000 text messages at a rate of 50,000 per week since its debut back in October.

Midnox: Why is it that my perfect videos from a night out always seem so wobbly the next morning…?! Well  the Luma is an iPhone app that stabilizes the videos taken with a mobile phone in real time. The app also adds full resolution visual filters in real time, which are “non-disruptive,” meaning that they can be changed or removed after recording is over. The company has also built editing tools and sharing features for the videos taken with Luma.

Some really great start up’s there so keep your eyes open and I’m sure we will be seeing them in no time.

 

Chirpify – Will People Buy Things On Twitter?

With Facebook’s IPO on the horizon and the success stories of other tech companies like Google, Apple and even Netscape still fresh in our minds, there seems to be increased media attention on the latest start up’s potential tech stars of the future. I recently blogged about Pinterest, the fastest growing social platform online, and today I wanted to have a quick look at another company which has caught my eye.

Facebook IPO Social Commerce, Start Up Companies, Chirpify

Chirpify enables businesses and consumers to buy, sell, donate and exchange funds on Twitter, turning Tweets into transactions. Everyone keeps saying social commerce is the next big thing. On a basic level this means giving people the ability to purchase products directly through social media sites. This is already relatively prominent through the likes of Facebook even if a lot of these products aren’t actually real. Last year Zynga made up 12% of Facebook’s massive revenue, and that was largely through the sale of virtual components for their games.

Looking to the not to distant future though companies are likely to leverage the concept of influencers by offering people the ability to earn discounts by sharing products they like or have bought and thus encouraging others to buy them too.

Lockerz, which has received a whole bunch of funding itself over the last two years has just recently launched a Pinterest like pin board platform, where users can actually gain points which can then be used for purchases, by pinning items to their own boards.

So with these media rich social platforms all trying to coax people out of bricks and mortar stores and online to make their purchases, what hope does a company aiming to use 140 characters to get people to buy have?

There is already a certain degree of selling happening through Twitter. Brands send out links to discounted offers, or celebrities use the micro blogging site to flog their own merchandise to their followers but all of this happens outside of Twitter. People click on a link and are brought some place else where they can make purchases. The whole process isn’t exactly seamless.

What Chirpify does is to allow people to buy, sell, donate and transact directly on Twitter simply by replying to a Tweet. This is done by integrating Chirpify and Pay Pal directly with your Twitter account. Users can then purchase an item on Twitter by simple replying to a Tweet listing with the word buy. This could certainly make for some interesting drunken purchases if it is in fact as easy as this to transact.

Social commerce, buying things drunk, Chirpify

There also seems to be potential for donations and with the every tech savvy Obama camp gearing up for another election campaign, being able to get set priced donations directly from people on Twitter simply by them replying donate, seems like a huge benefit.

Another feature which I thought was cool was that it provides an easy platform for people to exchange money. For example if you and a friend or splitting a bill. One of you can simply pay the other person by directly responding to a tweet.

However the fact of the matter is that most of these things can be done already,directly through Pay Pal, but leveraging the huge user base of Twitter might just catch on.

Some start up’s get millions in funding, and the fact that Chirpify, formally known as       sell simp.ly got their first investment of just $50,000 recently, might suggest it is small scale. But with social media sites determined to do all it takes to keep users on their site rather than sending them elsewhere, perhaps…Twitter themselves might come knocking?!

Twitter interest in start ups

Pinterest – Do we really need it?

Pinterest. Have you heard about it? You probably have. It is the fastest growing….. social platform on the web. I paused there because this is the thing. I am not quiet sure how to categorise it yet!! Is it a social networking site? Is it a photo sharing site? What exactly is a virtual pin board?!

what is pinterest

Using Google insights we can see the phenomenal growth in searches for information to the site over the last 3 and a half months.  A few interesting facts that can be revealed from my Google insights search are

  1. The country with the 4th highest regional interest in Pinterest is Macadonia (after USA, Canada and New Zealand)
  2. Ireland rates 8th
  3. The highest search term is “what is pinterest”?
  4. Search levels really began to grow in November 2011 and exploded in January 2012.
Pinterest explosive growth. Women users
The site’s mission statement is to “connect everyone in the world through the ‘things’ they find interesting.” So their intentions are definitely to capitalise on people’s insatiable appetite for all things social. But the question has to be asked are we really able to find the time to squeeze in more social media especially when it is based largely on images of what other people think are cool?
 The site still operates on a semi closed basis with people needed to be invited by other members, or requesting an invite directly from Pinterest (which takes a few days) to get access. This is all the more reason why their 11 million unique visitors is so impressive as access isn’t granted automatically. There’s no doubt this has added to the hype around the site through increased curiosity, but making your potential user wait a few days could be risky! They want to see the site now, but might not be so bothered by the time they get around to accepting the invite! How and ever it seems to be working and I have no doubt the site will continue to grow rapidly for at least a certain period of time.
Right now it’s the early adoptors that I know that are on board and trying to find a usage for the site. Pinterest encourages you to follow people in your area of interest when you sign up to the site which makes sense. Exposing you to the types of “pins” you like will increase  the chance of you coming back.
But lets face it if a site wants to be social then it needs to connect people who know each other. Google+ is great, but only a few of my friends are on it which means Facebook is still the de facto location for connecting with people.
Currently I have 9 friends on Pinterest and their “boards” consist of a few haphazard cool photos, a few social media related infographs…and the odd image of books or films they think other people should know they like!
I’m no different too. I’m not arguing that the site isn’t extremely slick and easy to use. But right now anything I have posted there is simple to have something there. I have never once though wished there was someplace to gather random images online of the things I love!
Instagram and Pinterest Similar
But maybe I have it all wrong. Instagram is a place for people to post pictures to in a semi similar fashion and people are passionate about it. I never thought I would take so many pictures of random objects and landscapes, but instagram has changed that.
Pinterest is simple taking this a step further. In the same way they there is a whole tribe of people out there called instragramers where people are bonded through their common love of take instagram images, Pinterest recently held their first meet up in San Francisco where people could come together and reveal in the joy of this new application!
So when the dust settles from all this hype who is actually going to the main users of the site? Right now there seems to be a strong following amongst women. According to Ignite social media almost 80% of users are women and I suppose this makes sense. My girlfriend, and I will go out on a limb here and say she is not unique, spends an awful lot of time looking at pictures of what other women are wearing.
Whether its in fashion magazines or high street store websites she wants to see clothes. Pinterest allows users to easily take images from any (not Facebook actually) site and Pin them to designated boards in a cool aesthetically pleasing way. This could be very appealing to no end of people whether that is fashion magazines or stores themselves, or stylists, designers or simply enthusiasts who want to show their keen eye for good fashion.  It also allows people (girls) to pin items that they would like to their own boards as a kind of wish list.
80% of pinterest users are women
And this is where Pinterest stands apart from some of its counterparts in their early start up days. It is actually earning revenue. Each pin that is added to the site is a link, and Pinterest takes these links and modifies them by adding a affiliate tracker code. Through an existing company called skimlinks, retail sites will pay a small commission each time they sell a products to the site that has sent them that customer through a link. What that means in affect is that if my girl friend had a pin up of a lovely coat she wanted to buy, and some one clicked on that pin and went to the site it was being sold and then bought it, Pinterest would make a small commission from that. Now take into account that Pinterest directed more traffic to retailer sites than YouTube, Linkedin or Google+.  In the last six months, the retail deal site ideeli.com has seen a 446 percent increase in web traffic from Pinterest and sales resulting from those visits have increased five-fold.
So now I am beginning to see the potential of the site, how can businesses take advantage of this? From what I can gather from meandering through board after bored (!) of pins is that content is still king. Pin good images of what your target audience is interested in and you will get followers. But to really fully leverage Pinterest I think it is key to engage. Along with other social media sites having a dedicated person looking after engagement will allow businesses to follow people who follow them back, comm
enting on there pins, re-pining them and making people feel involved.
Over the next few weeks I am going to be working on my boards so be sure to follow me and I promise I will follow back! Any thoughts or feed back good or bad is really appreciated.

http://pinterest.com/barrytg/

 Accolades 
  • Development of Pinterest began in December 2009 and the site launched as a closed beta in March 2010.
  • On August 16, 2011, Time magazine published Pinterest in its “50 Best Websites of 2011” column.
  • In early 2011, the company secured a $10 million Series A led by Bessemer Venture Partners. Shortly thereafter, in October 2011, the company secured $27 million in funding from Andreessen Horowitz, which valued the company at USD $200 million.
  • The company was named the best new start up of 2011 by TechCrunch
  • In January 2012, comScore reported the site had 11.7 million unique users, making it the fastest site in history to break through the 10 million unique visitor mark.
 

How Valuable is Social Data?

I just read an article on Mashable which began with a quote from CEO of Twitter, Dick Costolo, stating “I really think 2012 is going to be the Twitter Election,”.  I immediately thought that the article was going to be about social analytics and the power of information available freely online through social commentary.

However as I read down it turns out the article was more about Twitter being an essential platform for reaching voters in next years USA presidential election. I agree that this is the case. Something I have been looking a lot at recently is the future of social TV. We have all heard the figures bashed about but what it comes down to is simple. Most people watch TV with another device in their hand (smart phone, laptop, tablet). Whilst the availability of more content online is potentially driving people away from traditional TV in certain areas, live events such as sport, entertainment shows like The X factor and news events such as presidential debates are being complimented by the ability of viewers to participate in the social commentary as it happens. People want to find out what other people are thinking. I think more times than not what they are really looking for is confirmation or justification of what they are thinking!

This is something the candidates in the upcoming election will have to bear in mind. After a debate held in 1960 between John F Kennedy and Richard Nixon people polled who had listened in on radio felt Nixon was the clear winner, while people who watched on TV felt Kennedy won. This is because Kennedy’s youthful good looks stood out against a tired, unshaven and disheveled Nixon. During this years campaigns candidates will have to  realise that a social commentary will take place on twitter as well as in the media. If a candidate makes a mistake, people will talk about it. Not after the event, but right when it happens. This can strongly through off a perception and sway opinion.

Twitter. Social commentary. Presidential debate

But coming back to what I originally thought the article was about. How much of a picture can we build up of future events based on social media analytics? I attended the Get Social Conference last year where James Ainsworth from SDL international gave a talk. SDL provide a comprehensive social analytic platform which no doubt costs a pretty penny. James was able to study data freely available online in relation to first the X factor and then the nominations for Time’s person of the year. Now it would be close to impossible to predict the winner of the X factor from the outset. That’s because public perception changes and people haven’t had enough time to make a decision. But as the competition went on and the less candidates there were, the data was there clear to see. With 6 candidates left more people were talking about Matt Cardle ( This was 2010 results), more often and more positively than any of the other singers. The same thing principle applied to this years Time person of the year, where a clear front runner could be found by analyzing what people said.

Both these examples show that where there is a definitive limited number of options available for people to vote, a very clear picture can be built up using data online. I have no doubt that harnessing this information will prove a big advantage to whichever candidate can do it best.

A final thought. With Facebook about to float publicly, it will be interesting to see if whether financial transparency brought on by regulations for public companies, reveals more information about how they use our data. I know they use it as a basis for targeted advertising on their social network platform, but man, with Information being power and them having so much of it, I have no doubt that its been used in other means too!

How Facebook Decides What Will Appear in Your News feed

What you see in your Facebook news feed is dependent on a number of factors which Facebook calls Edgerank. Similar to how Google uses pagerank when ranking pages in their search results. Realistically what this means for most posters on Facebook is that the friends that you interact the most with are the most likely to see your posts and that’s the way you would want it. However for businesses on Facebook understanding how each of your posts are ranked and how likely they are to come up in their followers wall is far more important.

This is particularly important for followers who have selected “top news” as opposed to “most recent news”. Top news displays the news that Facebook feels are most relevant to you based on usage data and interactions. Most recent will display updates from all your friends as they happen. It is worth noting that Top news is the default setting on facebook.

How is Facebook EdgeRank calculated?

The mathematical formula released by Facebook is

Facebook Edgerank = Affinity score * Weight * Time Decay

The Affinity score is a calculation for the affinity between the user and the creator of the item. Some of the measures that can help calculate the affinity are:

  • The messages being exchanged between a user and the creator of the item.
  • Number of times the  users profile was checked

The Weight is the type of the interaction between the Facebook users.  The following are some of the interactions which can considered when calculating weight (listed in the order of importance) :

  • A tag on a picture
  • Comments
  • Likes

The last and most obvious one is the Time. The older the post or update, the lower the time decay number.

So looking at each factor, all comes back to the most important factor in Social media marketing: User Engagement. The higher your engagement with your friends or fans, the higher will be your edgerank with a user. And the higher your edgerank score with a user, the higher is the chance of your update to get listed in the users ‘Top news’.