When using Facebook, It’s important to understand why some posts gain more traction than others and then continue to grow in interactions. According to Jason McDonald, the primary factors at work here are likes and EdgeRank. The idea is accounts with more interactions will have a more active role in future posts, so an algorithm makes that content more accessible through a timeline.
McDonald and I agree: involvement and interactivity are key. Yesterday I discussed a few different ways to define the account you want to operate and a few steps to go private or professional. We share the goal of “opening avenues for additional feedback,” which includes creating polls, Q&As, and a dialogue between a page/profile (McDonald, 66). Doing this requires an understanding of EdgeRank. Know what to post if you want to benefit from it.
It’s one thing to talk about EdgeRank like I fully understand it, not now that it's mostly removed from Facebook, things get more complex. The only person who might know what each algorithm truly wants would be Mark Zuckerberg. In order to play the system, you need to attract a baseline of dedicated followers and build that group through posts that carry a degree of emotion.
Emotion is a broad range of reactions. Jokes and adorable pictures of cats would generate a less controversial post, whereas talking about politics may divide the pot (so to speak). Controversy isn’t always a bad thing though. McDonald touches on outrage briefly, but outrage marketing includes a number of different strategies. Generating a story that could be picked up and passed around could increase the chances of a more unified following, but it is risky business if managed improperly.
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