Online Biz

Archive for September 2011

Facebook is unveiling new features at f8, we’re blogging on how the developments affect EdgeRank.

[1:40pm EST] Facebook is opening the Open Graph to allow for verbs & nouns meaning users can not only ‘like’ objects, they can ‘read’, ‘watch’, ‘listen’, anything. This will create a new web of data to understand and provide interesting data back to the typical Facebook user. They will be using GraphRank to help Facebook users find cool & interesting content. Most objects that will be created in this new expanded Open Graph, Zuckerburg explains they will most likely reside in the new Real Time Ticker. However, Mark mentions that the News Feed will detect “interesting patterns” to help identify which objects in the news feed should be highlighted as ‘Top Stories’. Facebook will most likely use the new Open Graph connections (books, tv, movies, music, etc) as measures of Affinity between two users. For example if two users have both watched ‘The Godfather’, we would expect the Affinity between the two users to be higher. This will create a much more dynamic measurement of Affinity between all Facebook users.

[2:05pm EST] How would this affect EdgeRank for Facebook Pages?

We’re assuming that Facebook Pages won’t receive anything like the new Profile Timeline feature. As EdgeRank is determined per user, per object in the feed, the process of caculating Affinity between the Page and the user will most likely remain the same. The reason that Affinity would be calculated the same, is that the Page and the User have no new possible connections to create additional affinity.

The short answer is that it seems it won’t effect a Facebook Page’s EdgeRank. What it will most likely effect is the competition your Facebook Page will compete with on the News Feed.

[2:30pm EST] What is GraphRank?

Facebook announced the term GraphRank today. “Graph Rank is a personalized view of you and your friends’ interests”. This term applies to the discoverability of Apps within Facebook. GraphRank is a subset of EdgeRank applied to Apps only. GraphRank will effect how Apps are discovered on Facebook, as opposed to what Facebook objects reach the News Feed. Definitely, two completely different algorithms that accomplish two different goals.

We detailed our analysis of GraphRank here: What is GraphRank?

[3:15pm EST] Interview with Facebook Developer

GraphRank will determine which Apps (Spotify, Netflix, etc) are able to crack the news feed. GraphRank is built very similarly to EdgeRank (coefficient [same as affinity], weight, time decay, all influenced by engagement [or Edges from engagement]). GraphRank w ill be exclusively beneficial for App Developers attempting to gain exposure through the News Feed.

[5:25pm EST] Taking Cues From GraphRank

Facebook stated that GraphRank will look at things such as common interests, proximity, and relationship with the location (perhaps fan or previously checked in) to help ranking. We’ve been guessing that EdgeRank would soon incorporate these types of items in the near future. It’s safe to say that the time is very near. We fully expect Affinity to start to be influenced by these factors, which is great for small local brands.

Do not confuse GraphRank with EdgeRank, they are not the same thing. EdgeRank is for Fan Page owners, while GraphRank is for App Developers.

[6:10pm EST] What Are Industry Experts Saying?

We’ve discussed the new f8 changes with industry experts, the general consensus seems to confirm that EdgeRank is still very important for any Facebook Page Admin. Facebook acknowledged that the EdgeRank algorithm is always changing. EdgeRank is still used in the new hybrid news feed. It’s certain that engagement drives EdgeRank, which results in more visibility on the news feed. It seems as though EdgeRank will continue to be vastly important.

[6:20pm EST] Recent Stories Bombshell

We had been hearing rumors that some Facebook Page’s updates were unable to even crack the Recent Stories section of the new hybrid news feed (see left section #3). At f8, Bryan Person (give him a follow on Twitter, great FB marketing mind & fellow EdgeRank expert), asked Facebook the question directly.  ”Do all posts appear in Recent Stories?”, Facebook replied that most posts will reach the Recent Stories section, however there is a minimum threshold.

This is an incredible nugget of information that is a potential bombshell. We often talk about cracking the Top Stories (previously Top News). However, now marketers have to worry about not only cracking the Top Stories, while not being below the minimum Recent Stories threshold. We assume that this minimum threshold will be set fairly low in the coming weeks and months, however over time the threshold will most likely increase as more activity happens on the feed. We’ll be watching this development closely.\

This entry was posted in EdgeRank and tagged  by Chad Wittman. Bookmark the permalink.

Tags: