Facebook Has Changed Its Edgerank Algorithm

FACEBOOK
HAS

CHANGED ITS
EDGERANK
ALGORITHM

In the last couple of months,
it appears that Facebook has

drastically changed its
Edgerank Algorithm. What
does this mean for Facebook

Pages and Social Media
Marketing? In two words:

Paid Advertising.

The Facebook Edgerank
Algorithm is what’s used to
rank posts on a user’s News
Feed – to determine which
posts should and shouldn’t be

shown. Well, apparently
they’ve recently altered the

effectiveness of posts by
Facebook pages, by lowering

organic reach by reports of
anywhere from 40-50%.

The most probable reason for
this change: A pages’ posts
now only pop up in the feeds
of those most likely to like,
comment or share it. People
who aren’t active on the the
Facebook Page are unlikely to

see its posts.

This huge loss of effectiveness
through Organic Reach is not
good for brands. Unfortunately,
the only way around this is by

participating in Facebook
Advertising. Facebook recently

released a Promoted Posts
feature which allows brands to
promote single posts from their

timeline to reach a wider
audience, but at a price –
ranging anywhere from $5-200.

We’ve tested out the
effectiveness of Promoted
Posts, and while they definitely
bring the reach up by a large
amount, routine use of the
feature can get very costly –
especially for startups and
small businesses. This type of

advertising along with
Facebook Sponsored Ads can
really boost a brand’s presence

on Facebook.

It seems that with the most
recent changes to Facebook’s
Edgerank Algorithm, the only
way to effectively promote a

brand through the social
network is to dish out some
serious money – organic reach is
slowly becoming less relevant.
What are your thoughts on
Facebook’s Advertising? Will
your brand be switching its
marketing focus to other social
networks like G+ and Twitter?

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