What the hell is Edgerank?

It’s the formula Facebook use to determine who sees what.

OKaaaay, so already you used a word there I don’t like….formula

Yes it’s a bit maths geeky (insert formula here) but don’t let that put you off. You just need to know what it means for you and your page.

Right, so what is an Edge and how is it ranked?

An Edge is a guitarist, keyboard player and backing vocalist in a little known 80s band from Ireland. No wait…..that’s The Edge. An Edge is anything that people do on Facebook. In other words a status (and excuse me but have you noticed how Facebook are actively hassling us to post now), a comment, a share, a like, a check in and so forth.

So it’s basically any action in Facebook, why don’t they call it an action?

Cos that wouldn’t be very “edgy” would it?

The Edge

And who is The Edge?

Well if you really need to ask then I assume you are too young to be on Facebook but here you go http://www.atu2.com/band/edge/

Moving on…..how do Facebook rank my edges then?

They use three parameters (oops bit mathsy again). These are Affinity, Weight and Decay. They give every edge a score for each of these and combine it to give an overall Edgerank score. The higher the score the more likely that a particular user will see your edge in their feed…..and the score will be different for each user.

You’re starting to lose me. Let’s start with Affinity. Explain.

This is a measure of the relationship (in Facebook world only) between you or your brand and the user (the person you hope to see it). The more often this person interacts with your brand, the higher the affinity score is. They may interact by liking, commenting, sharing your edges or by messaging you.

Right – so that’s why the Edgerank score is different for each user. Ok next….Weight?

This is where it gets a bit more tricky. Facebook values some edges higher than others, ie gives them more weight. The tricky bit is that we don’t know how they work this out. For instance it was accepted until a couple of months ago that photos and videos scored the highest weight. However recently users have been reporting better engagement with comment only statuses. This of course could be nothing to do with Edgerank but simply that humans are choosing to interact more with these type of statuses. Or it could be that Facebook changed the scoring system. Let’s face it, they are incapable of standing still. It is probably safe to assume though, that an edge that takes time will score more highly, so a status or comment will be heavier than a check in or a like.

Yeah that makes sense – I see more “heavy” edges in my newsfeed than reports of people liking a page or photo. OK I’m ready to hear about Decay now.

This one is easy, it simply means the older a post is the lower its score becomes. Simples. This does make the timing of your posts important. Bear in mind who your target audience is and when they are likely to be on Facebook.

I get it! But why do Facebook do this – isn’t it a bit big brotherish, choosing what I see?

Facebook actually do this to be more user friendly. They are making sure that your newsfeed does not get clogged up with boring stuff that you do not want to see. As a page owner it is important to understand this algorithm to best reach your target audience. It is still tough and there are those who say Facebook make it tougher in order to get us to pay to promote posts….but that is a blog for another day.

If you would like any advice in any aspect of your social media please do contact us.

This blog written by Jo, originally appeared in the online social media magazine, Muddywall

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Over the Christmas holidays I was surfing Facebook when I came across a picture of a dog that had been found in a ditch not far from where I live. It was shared by a Facebook friend but came from a local vet’s Facebook page. A number of weeks ago I had met some people on a dog walk nearby who had lost a dog that looked very similar to this one. I contacted the vet’s Facebook page and got an instant reply. I passed on the details of the possible owners and hoped the two would be reunited.

In the meantime I had a closer look at this page and was very impressed by their use of Facebook. They have over 1700 likes and a healthy engagement rate. So what are they doing that makes their page work so well?

1. They are making their posts relevant to their current customers – pet owners in the region. There are regular useful, informative posts about pet care eg dental care in dogs, vaccination advice and reminders, weight control and so forth.
2. They are making their posts interesting to potential customers – pet owners and animal lovers. Not only are there informative posts there are funny/cute animal posts along with posts about current animal issues eg compulsory dog chipping.
3. They create shareable posts. Of course funny/cute pictures of animals are shared extensively on Facebook but they also create posts that people share to help. These are ones about lost or found animals or animals needing a new home. I know, from my interaction with this veterinary practice (I have a large menagerie at home) that their prime motivation for these posts is to help the animals, not to get a share on Facebook but the latter definitely helps their engagement rate and Edgerank score.
4. They are real people. Their voice is authentic. They come across as personable and approachable. They share a bit of themselves (the staff) as real people, including an appearance on Geordie Shore – but don’t hold that against them! They share stories and photos of their patient’s too and demonstrate a real care and concern for these animals and their families.

Westway Vets are demonstrating how well Facebook can work for all sorts of businesses. There are a few extra little things I would add in, there is always room for improvement after all.

• I would make sure there is a link to their website in the summary that appears on the top of the page. It is in the (very comprehensive) About section but not everyone will go here. To really drive traffic to the website it need to be more obvious.
• They have a survey monkey questionnaire in their About section. Great idea but even better if they used the Survey Monkey App for Facebook so that it had it’s own tab and was easier to find (example here)
• I would organize the photos in to albums (but then I have mild OCD) – one for staff, one for lost and founds, one for patients or maybe a separate album for each of their surgeries.
• I would consider having a YouTube channel and linking to it from the Facebook page. Such potential for cute/funny animal videos, informative how to videos, videos introducing the staff members and so on.

So I know you are all wondering, what happened to the dog? Well it turned out not to be owned by the people I had met and sadly it also had several lung tumours.  Westway had to put the dog to sleep but at least he died in a warm, caring environment and not a cold ditch alone.

If you would like Emma or Jo to help you improve your Facebook page then please do contact us.

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Jo and I are often discussing the pros and cons of social media for a whole range of businesses – there are some cases where it’s not the obvious choice (although few I have to say).  In my opinion restaurants are ideal and if you have one there is no excuse!  Why? There’s constant activity; new people, new menus, seasons, celebrations and general hubbub.

There’s a restaurant I follow on Twitter called Flynns Brasserie, where the chef (or whoever tweets) always sounds so excited or exhausted that I can only imagine it’s a fun place.

People like talking about them. Locals, friends and tourists are likely to be interested in finding new places to eat and like to make recommendations.

So, if you’re a restaurant just starting out on social media here are my 5 top tips:

#1: Twitter

If you’ve just opened up, Twitter is the most instant way to make yourself known. People like to follow eateries and it’s a very quick way to tell everyone where you are and what you’re about.

Make sure you include your phone number, web address and Facebook page (if you have one) on your profile. Give lots of clues (ie. images) on your profile to demonstrate the style and quality of your restaurant.

Look at other profiles to get a feel for what works well or what you would like to emulate. As a rule, I would follow most people back, unless of course they strike you as scary or weird (hint – look at their link address). What looks like a dull company to you could be based around the corner and be your best customers.

#2: Use Images

Instagram is founded on images and something you should be using a lot. If you don’t tweet pictures of your food, someone else will so it’s better to be on the front foot!

Instagram lets you tweet and post to Facebook simultaneously so you cover all bases. Make sure you hashtag all the relevant ingredients (Hobbs House Bakery are very good at this). The indomitable Jamie Oliver is also a fan of Instagram.

I follow Tom Aikens. Although he only tweets his newest and most off the wall dishes amongst lots of pictures of his cute baby, his name (and baby), plus his style of cooking are much more familiar to me should I ever have the option of eating at his restaurant.

#3: Menu Tab on Facebook

This is a really flexible tool that allows you to put multiple menus up on your Facebook page. You can ‘hide’ and ‘show’ different menus as and when appropriate. You can change prices all the time or there are options for ‘Market Prices’. Again you can tweet/post the link onto anything else you wish.

#4: Pinterest

Another image based site but then so much of restaurant marketing is all about the look of the place and the look of the food (all the signals to give you confidence in tasting it). Although that shouldn’t restrict you. You can upload pictures of reviews on a napkin if you wish.

Anyone that has used Pinterest will know that it’s not just showcasing your own work, it’s a scrapbook of your own mixed up with other people’s stuff you like too. So it widens your reach and shows another side to your personality. For example, you could have a board “Places we love to go on holiday” or “Places that Inspire Us” or “Food that Inspires Us” or “Local places we recommend”. All enhance your brand and enrich customers understanding of your restaurant.

As with Instagram you can post a link to Twitter or Facebook too.

#5: Reviews

As some restaurants know all too well, the review is the be-all and end-all. There’s nowhere people like to talk more about their dining experience than on social media.

Experts will tell you, for damage limitation, you’ll need to curb any unfavourable comments as quickly as possible. So, if you’re there to listen to what customers say, whether it’s on Trip Advisor, Twitter or Instagram, then you’ll be the first to know about it and not stood in an empty restaurant wondering where everyone has gone.

Encourage feedback and good comments and talk about them. Mark them as Favourites on Twitter so people can see the latest reviews easily. Re-tweet them too and thank people for taking the time to do it. These are gold dust.

Apart from your everyday customers, food critics and journalists are all on Twitter and ever ready to throw their comments into the ring. So you need to be there to respond positively (whatever they say!).

If you’d like help getting going with your social media, Jo or I would be very happy to help.  Please contact us here.

(Originally written by Emma and published on January 8th, 2013 for online social media magazine Muddywall)

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That’s it we’re off to have some fun

Actually I don’t really mean avoiding the tax man, that would be wrong. I mean avoiding the annual headache that the January tax return induces.

In our house we are always teetering on the edge of divorce when it is the tax return time of year. There is the smug spouse who pays an accountant to do it and keeps all certificates of interest, records of pension contributions, P60s, income and expenditure accounts for the foreign property in one place and sails through January. Then there is the chaotic one who does a DIY tax return in January but needs lots of information from the smug one who runs the household accounts and keeps some of the important documents, but not all, in the dreaded “man drawer” along with all the dead batteries, foreign currency, out of date take away menus and random receipts.  This, as I am sure dear reader you can imagine, is a recipe for disaster. OK I admit – I am the smug one and boy do I make the chaotic one pay.

There are two invaluable pieces of genius that I have come across this year that make the January headache go away….or at least they will next January if the chaotic one uses them throughout this year. One is a piece of software, the other an organizational tool.

#1. The Software:  http://www.taxcalc.com/ I have not used it but will certainly be making chaotic spouse do so next year as it comes highly recommended and looks just the answer he is looking for…..and far cheaper than a divorce.

#2. The Organizational Tool:  the discovery of the 43 folders system as invented by David Allen of Getting Things Done fame has revolutionized my working life. It’s low tech, it’s cheap and it works. Watch this YouTube clip  to see an example of how it works.

I know computers could do a lot of this for me but they don’t file a copy of my P60 and certificates of interest in an easy place for me to find when it is tax return time. Now they just go straight into January’s folder when I receive them and magically appear when I need them.

Now make like the sheep –  get you’re tax return finished and get off to have some fun.

We all need ways to simplify life particularly those of us who are using those time sucking social media platforms, if you would like us to help you simplify your social media life then give us a shout.

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This is a strange time of year, a sort of haitus before the big splurge, the calm before the storm or is it the other way around?  Even if we have moments of calmness –  it’s worrying – we should be in a frenzy!  Have we done everything, ordered everything, attended everything, made everything…?

If anyone has been watching Inside Claridges, you’ll have seen the sense of calm and order around the place.  No panics behind the scenes, no rows or arguments (or that we can see anyway).  A guest wants a room decorated for their visit? No problem.  Another needs a jacuzzi in the penthouse suite? We’ll put one in.  I’m not sure if the producers were hoping to unveil a litany of disasters, but what they have is a little world of luxury that we can all dip into and wallow in for an hour a week.  In one episode Thomas Kochs, the consumate hotel manager (an asset to anyones life surely, infact I’d like to borrow him for a couple of days)  commented that all traditions were once innovations of their times and Claridge’s need to adapt with the times as well as upholding these ‘traditions’.  A tricky road to tread which they do perfectly.  Claridge’s embrace the new with style, they’re tweeting away (with over 11,000 followers) and have opened their doors to ‘reality’ tv – all the time ensuring their sense of calm and elegance wins through.  It just goes to show that no matter how traditional/big/small/chic you are there is a way of using social media to your advantage.

We re-tweeted a blog this morning by James Todman from Muddywall who has tips for using Twitter as a ‘concierge’ pioneered by Hyatt, one of the world’s biggest hotel chains.  But this can translate right down to a b&b or holiday let, just using Twitter to keep guests informed and excited about their stay.

Of course when you have an army of staff to carry out these jobs (re-decorating, plumbing in jacuzzis) and customers who will pay then things seem to be much simpler. Doing it ourselves or trying to persuade/bribe other members of the family to do it takes considerably longer and is often very infuriating.  But most of us get there in the end – good luck with the arrangements and frenzies of the next few days.  Let’s hope there’s some calm and luxury waiting for us at some point!

If you’d like Emma or Jo to help you with your social media you can contact us here.

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I have sat in a governing body meeting in the past where hands have been thrown up in horror at the thought of schools using Twitter. “Whatever for?” was the cry. The response was, to keep in touch with the parents, for example if the heating breaks down and the school has to close. I have to say in this case I agreed with the Primary School headteacher.  If that is all it was to be used for it was not worth it and certainly not the most effective tool for this type of communication.

Moving forward a few years and up the educational ladder I do strongly believe there is a role for social media in secondary schools, colleges of further and higher education and universities. So the next few blogs I write will be about how these establishments may use twitter and Facebook effectively, starting with Universities.

A quick search on Twitter will show you that most Universities are there already and use it to varying degrees (no pun intended) and for varying purposes.

Marketing

Most students thinking of applying to Uni start with the course or area in which they would like to study and then move on to thinking about which University. So whilst a generic University Twitter account/Facebook page is useful, really each school within the University should be thinking of running their own social media accounts. In these days of £9,000 per annum fees and the onus for “Widening Participation” that comes from central government with that, marketing has become, or should become a vital part of every University school. What is the best way to reach out to 14 – 18 year olds? Social media of course and in particular, for the time being anyway, Twitter. Of all our recent set up clients the fastest growing (both in terms of followers and interactions) Twitter account has been that for a Russell Group University Medical School. This medical school felt that Twitter and Facebook were the best platforms for them but if we were talking about a different subject area, for example Fine Art or Fashion Design we would be advising they use other more visual social media platforms such as Instagram and Pinterest too. Other courses may find Tumblr, a popular teenage hangout, works for them.

Interestingly many sixth forms have their own Twitter accounts and are very keen to interact with University departments.

Community Interaction

Twitter and Facebook are great places to interact with the local community, something which Universities are increasingly interested in. Retweeting and liking the pages of local establishments, attractions and groups not only forges stronger links with these places but shows prospective students the advantages of living in the area.

One word of warning – by the very nature of your target audience, if you are a University school then to be really effective you need to be dipping into social media in the evenings and weekends and forget about anytime before lunchtime. This may be where you want to get someone else to do it for you. Just ask us!

If you work in an educational establishment and think that using social media more effectively would be good for your organisation why not contact us to talk it through.

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It’s been one of those weeks where I am actually so grateful for my laptop, social media and the contact it gives me with the outside world.  I’m not stranded by any stretch of the imagination, but many of the villages and towns nearby are and in general the advice has been to “stay at home” rather than get myself and my son in a sticky (or soaked) situation.

So, what have I discovered? Well, apart from the rising rivers, splashing houses with 4 x 4 gusto stories  it was great to find the Facebook page of the local Marina who have been prolific with photos documenting every movement of the river.  Keeps the ‘flood’ tourists away (yes they do exist).  In amongst the wet and drippy tales, a friend of mine posted this rallying and positive video on Facebook.  There’s been a few similar links going around recently but for some reason I actually clicked on this and was stunned.  It shows how strong the body and mind can be when everyone else has given up on us and of course the healing powers of Yoga.  The local class has been beckoning so this could be the final call!

Instagram has been puzzling me again, they’re not your easy followers on there, not like Twitter.  You have to work for it!  My #pottery picture seems to have provoked a flurry of ceramicists around the place (not sure what the collective noun for potters is) so good to find them.  Being stuck in the middle of floods isn’t ideal for the interesting photo feed so I’ve been thinking of other ways to spice it up.   I might have to get in the mind of my 3 year old and look at what is in front of me with fresh eyes and not wish for the exotic.  After all, we are all living somebody else’s idea of exotic.

My lovely cousin has kindly compiled a playlist for me on You Tube which I guess is the new ‘mix tape’.  I’m really excited to have lots of new sounds to listen to although I haven’t got past the second song yet whose lyrics seem to be “Take a whiff on me” repeated quite a lot.  Any ideas? I’m hoping it’s not personal.

Last but not least, I have subscribed to a new blog by interior designer Abigail Ahern (recommended to my by my You-Tubing cousin- also a designer).  Her style is really strong and super chic, it makes me want to start painting everything (and not white for a change) but along with her dark greys and matt blacks she loves huge splashes of colour “inspired by my travels”.  I need to get out and be browsing world markets once this water has gone away.  Now that could work for my Instagram groaning!

If you’d like Emma or Jo to be combing, writing or posting on your behalf, please contact us here or you can find us here too:

Facebook, Twitter or Instagram(Emma) or Instagram (Jo)

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As Emma mentioned in her diary entry last week I came across an interesting blog written by Katie Sluiter  on both of these subjects combined. It resonated with me – read it I can definitely recommend it. I agree with Ms Sluiter, instead of putting up walls and running scared from social media let’s embrace it in our schools, colleges and other educational establishments.

As social media was non existent when us parents were growing up it is an area that many of our generation are only partially, if at all informed about so how can we help our children be fully informed? Martin Lewis of Money Saving Expert  fame, advocates teaching school students properly about finance and money management (household not big banking), I am suggesting, similarly to Ms Sluter, the same approach with social media.

“But they already know it all” I hear you say. Well, they think they do but it is unlikely that they have heard all that there is to hear about social media and learnt all that there is to learn. Who has? Lessons in social media can be and already are about safety, cyber bullying etc but let’s face it these are, albeit necessary, the same stranger danger and anti bullying lessons that we have been teaching our children for generations, with a current day slant. Lessons in social media could be about so much more. Let’s not just warn them of all the negative aspects, let’s help them learn how to use it positively too. How to find a job using social media, including how to cleanse your Facebook timeline before even thinking of a trip to the Job Centre, how to research further education, how to market a start up, how to organize community action, how to promote “not for profits”, how to network in the adult world. ….the list goes on. Instead of the, dare I say it, rather lame PSHE/Citizenship lessons (I quote my teenagers) in internet safety that they currently receive, our teenagers could be hearing a far more dynamic, positive, how to message. This sprinkled with the stranger danger messages would surely have a far greater impact?

I have spent this week in Estonia, where my eldest post-education teenager is living and working. Here, the birthplace of Skype, where the free WIFI is universal and genuinely free, they are introducing lessons in code to 7 year olds. Let’s not let our next generation get left behind and lost in a world of, as Ms Sluiter puts it, Linday Lohanesque behaviour.

Let’s start a conversation about this here……

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Even though everyone’s Social Media world is their own, tailored one (that’s the beauty of it)  it can grow to be a bit cumbersome at times.  Jo and I thought we’d pick out what’s stood out, what has surprised us, made us laugh or been really useful. And because we’re working across a number of different clients it means we get to see a wide range of tweeters/posters and get a feel for some of the things that drive responses.

Food Porn: My ‘travels’ in Social Media venture into the foodie worlds of restaurants and chefs as well as travel and tourism.  Not ideal for those moments when I’m deciding what to concoct from the uninspiring remnants of the fridge but it’s certainly colourful, varied and exciting.  The Food Travel Company seem to feature a lot for me and  are very active in posting, tweeting and pinning.  Organisers of foodie trips UK and worldwide they are quickly building a hungry crowd.   After following  Tom Aikens for a while on Instagram, he occasionally posts the odd picture of his new baby but then suddenly this week – the menu!!  The pictures are stunning so I can only imagine the taste to match them.  Food is not easy to photograph, but I guess when you’re a Michelin chef your presentation is spot on every time.

Tom Aikens got busy posting on Instagram this week

All goes to show my local Cotswold Inn that new pictures of the dishes are always a bonus, although just tweeting and posting the Winter Menu has prompted a good response but maybe it’s just because we’re all in the mood to hunker down to  Hot Chocolate Rice Pudding.

Obama beats the boy bands: When last week’s (or was it the week before now..) top 10 Twitter Photos came out it was refreshing to see that Obama’s victory ‘hugging’  topped Justin Beiber and One Direction messing about in hotel rooms.  There is some sanity, although the fact that it is the only picture with  implications for humanity is still kind of worrying.  If you’re thinking of monitoring this list, don’t hold your breath – it’s generally a combination of these boys (the young ones) and a bit of Lady Gaga.

Tweeting Teachers?: Talking of teenagers and Twitter (just a wild guess they are the ones looking at  Harry and Mr Beiber) Jo came across a good article by Kate Sluiter on Social Media and Education this week.  You can see the full article here, but in a nutshell she advocates incorporating social media into the education system and ‘normalising’ it rather than making it a taboo for pupils in the classroom.  To ban could only fuel its use for negative subjects and activity, whether it’s cyber bullying or just over exposure of boy bands.  Clearly the latter is more preferable but if they were both discussed openly in the classroom then it might stem the attraction of the less salubrious for young minds.  See what you think.

If you’d like Jo or I to help you out with your Social Media, we’d love to talk.  Feel free to contact us on 07717 572680 or follow us on @emmaandjotweets, www.facebook.com/emmaandjo or on Instagram:  Emma or Jo.

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Emma and I spend a lot of our time setting organisations and businesses up with new Twitter accounts. As we keep saying, one size does not fit all. Recently we have worked with a Russell Group University Medical School and a Royal Academy artist. Clearly these two needed very different approaches which is why a bespoke service is so beneficial. However what all our clients have in common is a need to run their Twitter accounts effectively and efficiently. Twitter is a time vortex in which you can easily lose whole days!

Whilst we do offer a bespoke set up we have also written some generic guidelines that we follow and suggest our clients follow if they take over control of their accounts, in order to maximise efficiency and effectiveness. We have put these guidelines together with some basic information about how Twitter works, general advice and useful hints about Twitter and the etiquette rules to produce our “Guide to Running Your Twitter Account Effectively and Efficiently”

I have a bit of an obsession with lists and ticking things off. I have even been known to write something on a list that I have already done just so that I can tick it off…….ok so I “do” lists now and then….I could give up if I wanted to! So it will not surprise you that our Guide includes some clear suggestions about exactly what to do, how often to do it and how much time to spend on it. We even provide a ready made daily list to tick off as you go.

What and When

The timings and frequencies we suggest are a guideline only. You may want to do more or less (although we would not advise much less). Whatever you do – use a timer with an alarm and stick to it. When the alarm goes, stop and tick off that item on your list.

Daily

 Interact  (20 min)

•  check your @mentions at least once a day. Respond appropriately.
• look at your general feed or your list feeds and respond to what others are saying.  Retweet interesting, useful, amusing stuff that you come across
• respond to new followers and add to lists

Three times a week

Follow New People  - with the aim that they will follow you back (15 min)

The Guide provides very specific step by step advice about how to do this.

Twice a week

Hot trends (15 min)

In the left hand column of your home page you will see a list of Worldwide Trends. You can change these to Tailored Trends based on location by clicking Change. These are the top things that people are currently tweeting about. Have a  glance at this list and see if there is anything that you could contribute to or that interests you. Often there won’t be anything….unless you have a particular interest in Justin Bieber, but if there is click on the trend, see what people are saying and join in. Do this by using #trendword eg #justinbieber in your tweet. Then be ready for people to interact with you over the next 15 minutes or so. They may not but if they do it would be ideal if you were there to respond straight away. Trends change all the time so if you don’t respond until a few hours or a day later it will be irrelevant by then.

Once a week

Broadcast  (1 hour)

Broadcasting tweets should be far fewer than interacting but there are some things that you will want to broadcast, particularly links to your content or other people’s interesting content. By using a tool such as Hootsuite or Buffer you can line up your broadcast style tweets once a week. You may want to use both, they have different attributes.

You choose how may go out each day – we go for 3 or 4, remember you will be tweeting interactions too.

Ideas of things to broadcast:

• Links to useful, interesting content of yours and others (include their @twittername with latter) Links will be automatically shortened by Buffer, Twitter or Hootsuite, to prevent taking up all your 140 characters
• Photos
• Useful facts and info
• News
• Ask questions
• Sales stuff, eg discounts, offers, availability……but keep it minimal

If you would like to run your Twitter account more effectively and efficiently then you can get a copy of Emma & Jo’s Guide to Effective and Efficient Tweeting and Emma & Jo’s Twitter Ticky Checklist by signing up to our email newsletter on our home page. We will not clutter up your inbox, we send email newsletters with more social media tips and advice, once a fortnight at most.

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