Some studies show that only about 15-20% of your fans are seeing the posts by your Facebook page. (Also keep in mind that every study you see about Facebook engagement is arbitrary. Meaning each page is different, each set of fans is different and etc.). But, with such a low number seeing your posts you need to make sure you are doing your best to get your posts seen by more.

Facebook has an algorithm called “EdgeRank” that determines what users see in their newsfeed. Edgerank is made up of 3 elements: Affinity, Weight and Time Decay.

Affinity is how often fans interact with your page. It takes into consideration how much they have commented on your statuses, photos, videos and other content. It also takes into consideration how many of them like any content you share on your page.

Weight is the Shares, Likes and Comments. Edge weight classifies the content that your users see or look at and then gives them more of the same. Because of edge weight, people who look at other people’s photos more than videos will have more photo stories showing up on their newsfeed.

Time Decay is how old a post is basically. Your status update might come out on top of a liker’s newsfeed within minutes, but after an hour or two, he or she might need to scroll down to see it.

*FACT MOST DON’T KNOW: Photos carry more Weight than Links and Links more Weight than Status Updates! So make sure you post plenty of pics! But not too many!

Also the actions on your page have a different Weight. If it were a game of Rock, Paper, Scissors it would look like this: Share beats Comments, Comments beats Likes, Likes beats Clicks.

As you can see simply just posting something on your page doesn’t guarantee that your fans will see your post. Which is very frustrating for page owners. Especially those of us running small businesses with lots of other better things to do than spend hours posting on our pages.

Affinity

  • Create interesting posts and content. The only way that people would participate on your Facebook page is to come up with content that interests, educates and entertains them. There are no shortcuts to this, but it should be fairly easy to know what your customers would like and would share. If you have no idea, then make sure to ask them what they would like to see.
  • Encourage them to like and share. A simple sentence like “Share this with your friends so they too would benefit from this!” could do wonders in increasing the number of people who share your articles!
  • Solicit their opinions, then commend them for it! Always ask for people to comment or share their opinions on your page. You could post a question or a poll, then encourage them to comment. When they do comment, take time to respond and interact with them.

Edge Weight

  • Come up with a variety of content on your site. You might want to make sure that you have a ready mix of photos, blog posts, videos and other types of content to share with your customers. This way, you get to corner everyone with different preferences.
  • See what they are sharing. Try to see which of your content gets the most responses. Is it your photos? Are your videos largely being ignored? What about your status messages? Do you get more replies and likes from throwing out a question or an informative piece? Once you have been sharing content for a while, it will be easy to see a pattern.

Time Decay

  • Time your shares. You might want to make sure that you have a status update every four hours, and then share a photo every other hour. It is all up to you. This way your content gets to appear on top of your likers’ newsfeeds every so often! Just take care not to spam though!