EdgeRank Means Brands Now Need to Work Harder for Engagement, Says Punch

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The extension of Facebook’s EdgeRank algorithm to its pages now means that brands will have to work harder to maintain their fan engagement levels.

Punch is a boutique PR agency with the skill set and client base of a global agency.

www.punchcomms.com

Brands will now need to work much harder in order to maintain the proportion of fans that are engaged within Facebook and proceed to achieve growth.

The extension of Facebook’s EdgeRank algorithm to its pages now means that brands will have to work harder to maintain their fan engagement levels according to PR, search and social media agency Punch Communications.

The EdgeRank algorithm was initially implemented from a user perspective in April 2010, but evidence suggests that the algorithm has now been extended to include posts from any pages each individual user may have subscribed to (using the “like” button). This has had a direct effect on the post visibility of brand pages, resulting in the reach of pages being significantly less than it was previously.

Following the change, Online PR and social media agency Punch has warned that if brands don’t take the rules of the EdgeRank algorithm into account when conducting outreach from their respective Facebook pages, the proportion of their audience that is currently reachable through wall posts on the platform may proceed to shrink.

Pete Goold, Managing Director at Search Agency Punch, said: “The evolution of the EdgeRank algorithm to include page updates is a significant development for many brands who have spent a great deal of time and resource on building and engaging a community on the Facebook platform. Brands will now need to work much harder in order to maintain the proportion of fans that are engaged within Facebook and proceed to achieve growth.”

Punch Communications is a leading integrated agency, specialising in traditional and digital PR, search engine marketing and social media consultancy. Following its inception in 2003, Punch has more than doubled in size, and has since established a presence in London to add to its head offices in Market Harborough.

For more information regarding Facebook’s EdgeRank algorithm, or indeed any other social media enquiries, please call the team on 01858 411 600, visit http://www.punchcomms.com or e-mail info(at)punchcomms(dot)com.

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