At the 2011 FOLIO: Show pre-conference workshop on social media Tuesday, several platforms, strategies and solutions were presented-the presentations shared insights on everything from Facebook to Foursquare. While the materials were meant to reveal opportunities for publishers to leverage media, platforms, audiences and content, one of the most striking social features discussed was EdgeRank.
EdgeRank is similar to a Google Page Rank, except it’s within your fan’s newsfeeds. The more your fans interact with your page and content, the higher your EdgeRank is. This means, for example, if National Geographic has 7.6 million Facebook fans and only 1,000 interact with content every day, it is unlikely the majority of National Geographic’s fans will see updates from the publication-limiting interactions and click through rates.
"Facebook doesn’t care about your brand page," Robert Michael Murray, vice president of social media for National Geographic, told the audience Tuesday afternoon. "We’re not in control of the platforms, the platforms are."
EdgeRank is calculated by an affinity score between the viewing user and edge creator; the weight of activity from a comment, tag or like, among other things; and the amount of time that has lapsed from when a post was created to when someone interacted with it.
One speaker during the FOLIO: Show pre-conference social media workshop, Alisa Leonard, vice president of Strategy and Planning at Hearst’s iCrossing, echoed Murray’s comments and the importance of not only posting comments, but getting noticed.
"EdgeRank creates visibility on Facebook," she told the audience "Which is where most people spend time on the Internet."
Leonard is right–according to reports, most time on the Internet is spent on Facebook, with one in every eight minutes spent on the platform.
"We’ve unleashed the beast," Murray said. "We need to make sure people are interacting."