Have you noticed your Facebook posts no longer reach out to all your fans anymore? You’ve probably heard about Facebook’s organic reach decline or experienced it yourself. “Organic reach decline” simply means Facebook Page posts are becoming less visible in Fans’ News Feeds, which translates to fewer clicks, comments, and shares. And fewer of those interactions mean fewer conversions, leads, and customers.

Many will say that this is because Facebook just wants brands and companies to pay for the ads. Whereas Facebook on the other hand says that they are trying to ensure Facebook users will see more relevant posts that interest them. Think about it, if you didn’t want to see the posts from a particular Page, why would you like the Page in the first place?!

Anyway, to help you with the above issue, let me go into the details of how Facebook decides which posts to show and which not to.

The EdgeRank Algorithm

– An Edge is basically everything that “happens” in Facebook. E.g. status updates, comments, likes, and shares. Any action that happens within Facebook is an Edge.

– EdgeRank ranks Edges in the News Feed. EdgeRank looks at all of the Edges that are connected to the User, then ranks each Edge based on importance to the User. Objects with the highest EdgeRank will typically go to the top of the News Feed.

Getting confused with the above formula? We would too! Let’s just put it in plain English. Thankfully in the Feed Manager, Will Cathcart broke down the news feed algorithm into simpler factors:

Personal Interaction:

a. Your previous interactions with the friend/author
(which means, the more you engage with a friend or page, the more likely you are to see their posts)
b. Your previous interactions with the post type (status, image, video, etc)
(which means, if you often engage in a certain type of post, you are more likely to see posts of that type)

Network Reaction:
a. Reaction from users who already saw the post
(which means, the more facebook users engage with that post, the more likely you are to see that post)
b. Amount of complaints or negative feedback
(which means, as more users give negative feedback, the less likely you will see that post)

PostRocket did a very interesting analogy using Batman and his friends and enemies. If Batman was to post on Facebook, what happens?

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