Like is not a KPI

I get the feeling lots of people haven't realised this yet, so at the risk of living in the past, here goes...collecting 'likes' on your Facebook page doesn't mean you're doing your job.

In an attempt to serve up stuff that's relevant in users' newsfeeds, Facebook uses an algorithm called 'EdgeRank'. Basically, every item that shows up in your newsfeed is considered an Object. Whenever a user interacts with that Object they’re creating what Facebook calls an Edge - examples being likes, tags, comments etc.

An object's EdgeRank (and hence its rank in a user's newsfeed) is the product of the factors Affinity, Weight and Time (see explanation above).

The net result for marketers: if you want your content to show up in the newsfeed, think about EdgeRank - and this means posting stuff that people will actually want to interact with.