What is More Important: Affinity or Frequency?

An excellent question was asked on Quora recently: What is the role of history vs. frequency in Facebook EdgeRank success? The question is driving at what has a larger impact, Affinity or Frequency? Simply put, does my affinity with a Facebook Fan have a deeper impact compared to how frequently I publish content?

Answer : It depends on your audience.

As much as we dislike the ambiguity of this response, it really is true. Let’s take a look at why this is the case. First we’ll look at raw data, and then we’ll look at why this theoretically makes sense.

We looked at the Best Post Frequency median for over 10,000 Pages. The median, in this case, is more statistically relevant and more applicable to a “typical” brand than the average Best Post Frequency.

The frequency which resulted in the highest average engagement:

  • Best Post Frequency Median: 1
  • Best Post Frequency Average: 2.4

At first, this seems to illustrate that the quick answer to the original question is Affinity. Post your best content, once per day, at the most optimal time of day. However, not all fan bases are created equal. Continue reading

Understanding Post Grading: Affinity

Facebook defines EdgeRank as: Affinity x Weight x Time Decay. Facebook measures Affinity between Users and Pages by monitoring their interactions. Interactions are objects such as Likes, Comments, Clicks, Shares, Wall Posts, and anything else that Facebook can tangibly measure.

EdgeRank Checker provides complete analytics for Affinity. This is a valuable metric you will not find anywhere else!  

The Affinity grade displays the process of understanding these Interactions. Facebook allows us access to analyze Interactions through Comments and Likes. Understanding how users are interacting with your Page can be incredibly powerful.

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EdgeRank f8 Recap

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. Continue reading