Facebook recently changed the algorithm that determines Facebook EdgeRank. A year ago I would have understood little to none of that sentence. EdgeRank is the equation that determines what posts are posted where in users' News Feed:
Generally your News Feed is set to post "top stories" which is why this EdgeRank become relevant. However you can change your news feed to be a list of "most recent" posts. That option is listed at the top right of your news feed.
Last month, many people wrote about how they saw a decrease in the number of people that saw their posts. That's because posts are undergoing this EdgeRank ruling and the posts that are getting the most engagement (comments, shares, etc.) are being shown much more then posts that don't get users commenting, etc.
Bottom line: Post content that is engaging while still being in line with your brand.
Like in SEO and the marketing world in general, the more advanced the technology and the algorithms get, the more important it is to just be a good marketer. It's no longer just about posting content that will go viral because it's funny or evokes emotion. It's about posting content that will get SHARED because people are engaging with that content by actively commenting and responding.
While there is no way of faking engaging, relevant content in line with brand identity, there are still ways in which you can help promote your EdgeRank. Not surprisingly, it has to do with paying Facebook some mula.
1. Put money into Facebook advertising. When creating Facebook ads, your company can be as highly targeted as you'd like. You can directly target people who you know will be interested in the content you are posting. Instead of having 1,000 fans that sometimes engage in your content, it is now going to be much more valuable to have 500 fans who frequently engage with your content.
It's no longer just about getting the likes. It's about getting USEFUL likes. We are starting to see how basic marketing practices are become VERY relevant in the realm of Facebook. That's why in my suggestions on how to use Facebook advertising, I recommend using the CPM payment method and targeting very small audiences with each ad to get the most bang for your buck. Read more here.
2. Promote your posts. Promoting posts can be very inexpensive and Facebook does the targeting work for you. If you are promoting your good, engaging posts, viola! More people will see your post, more people will comment/engage and your EdgeRank will go up creating a level of organic quality to your content.
Putting your money into Facebook just became that much more important.