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