Facebook fan pages are a great marketing tool for any business if used properly. We all know most people become fans of your business on FB because they are looking for special deals or content they can’t get without extensive research such as recalls or new rebates. So once you build your fan base how do you stay engaged with them?

Have you ever wondered why certain companies or peoples post always show up on your FB page while others you just never see? This is not by accident; there is a formula that Ranks each post.

At the highest level of this algorithm it is very simple, every item that shows up in your news feed is considered an Object and all Objects are ranked.

Here is the formula:

Affinity * Weight * Time Decay = Rank

Definitions:

Affinity = score between viewing user and content creator
• First, there’s an affinity score between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.
Weight = create, comment, like, tag etc volume
• Second, there’s a weight given to each type of Object. A comment has more importance than a Like, for example.
Time Decay = how long ago the content was created
• And finally there’s the most obvious factor — time. The older an Object is, the less important it becomes.

STOP! I know what your thinking and you don’t have to do all the manual calculations yourself to determine if you are doing a good job. Tools have already been created for you to check the Rank of your Facebook fan page follow these steps:

1. Log into your facebook account

2. Visit www.facebook.com/insights and then export the insights data as CSV and download to your computer. NOTE: You must be the admin of your FB page to export this data.

3. Visit www.edgerankchecker.com and follow the instructions

Now that you have your score see how you stack up:

0-3 is below average
4-7 is average
7+ is above average

And scores above 20 are excellent! Coca Cola and Pringles are a few.

So how do you improve your post ranking?

This is the part that is very simple. What do you like to see as a consumer when you visit posts or pages?

• Post content that attracts interaction
o Ask questions that will encourage a response
• Ask people to “Like” your content and do the same for them
• Use Media as much as possible in your post. Video and Pictures WIN!

Another way to improve your ranking is to eliminate some of your “dead fans” fans who are in a different country or Spam Fans that you know will never comment and are not even close to your area. This will help: # of Fans / # of interactions = Affinity weight.

I wish you all great success with your FB and Social Media efforts. If you have any questions or want to improve your Social Media efforts don’t hesitate to leave a comment or call me. In addition if you need custom FB applications to market your vehicles, parts and service or need to monitor your reputation Liquid Motors can help. Please take a minute to Fan us on FB and Like this blog.

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