Unless you spend a lot of time delving into the technical details of social media algorithms, you’re probably not familiar with the concept of EdgeRank.
On the other hand, if you’ve ever found yourself wondering why your Facebook posts don’t get much traction, you’ve probably felt its effects. In a nutshell, EdgeRank is the algorithm that Facebook uses to determine what posts appear in people’s newsfeeds and if it determines your posts don’t bring much to the table, most of your fans will never see them.
Needless to say, the secret sauce that goes into EdgeRank is a tightly guarded secret. However, this infographic from PostRocket.com puts it in terms even non-computer scientists can understand, especially when it enlists the help of the Caped Crusader and his pals:
If your content is weak, even a superhero can’t help
Facebook is all about interaction. When people interact with previous posts — sharing them, liking them, commenting on them — EdgeRank gives subsequent posts more weight and greater visibility. Conversely, if you just set up a static page or post generic updates, people will ignore you, your visibility will decrease and the ROI of your Facebook page will shrivel. Bottom line: Facebook only works as a marketing vehicle if you actually work it.