Both Google and Bing have a lot of new signals, like personalization, that they use. ItвЂ™s like comparing the Google of today with Alta Vista. Last year, Lars Backstrom, Engineering Manager for News Feed Ranking at Facebook estimated that there are as many as вЂњ100,000 individual weights in the model that produces News Feed.вЂќ He says that вЂњThe easiest analogy is to search engines and how they rank web pages.

These legacyВ metrics now influence a myriad of complex calculations that produce a very personalised news feed. Weight вЂ“ what type of action is beingВ taken on the content, how important Facebook considers content type (video, photo, link etc) to be.Affinity вЂ“ how close the relationship is between the user and the content/brand/source.Facebook doesnвЂ™t provide any informationВ about how EdgeRank works (unlike Google which does) but the three commonly accepted factors at its coreВ onВ are: EdgeRank is also responsible for the way in which older (but apparently popular) updates often appear on top of newer pieces of content on news feed.Дespite much talk in recent months of a drop in reach on Facebook, many brands remain ignorant of the factors which influence EdgeRank for reach or otherwise. It determines whether your post is worthy of dissemination, to whom and when.

EdgeRank вЂ“ which isВ not too dissimilarВ in conceptВ to GoogleвЂ™s PageRank вЂ“ is FacebookвЂ™s news feedВ ranking algorithm. Most social media marketers will be aware of the mysterious and ever-changing вЂEdgeRankвЂ™ algorithm employed by Facebook.

Their вЂPageRankвЂ™ algorithm вЂ“ together with a ton of other signals вЂ“ became synonymous with GoogleВ and renderedВ many of the incumbents useless almost overnight. Google was one of the first major search engines to use a sophisticated algorithm to determine the relevancy of web pages in search results.

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