I recently spoke on Facebook marketing at the Greater Madison Chamber of Commerce’s annual expo. A key point I made was that don’t spend too much time worrying about the appearance of your Facebook page, as the vast majority of interaction with fans happens in the News Feed.
For those unfamiliar with Edgerank, it’s Facebook’s tool/formula to calculate which posts matter to you the most. In other words, have you ever noticed some friends ALWAYS appear near the top of your News Feed? It’s because you’ve interacted with them more than others, and Facebook keeps track.
Edgerank applies not only to personal pages, but to fan pages as well. I’ve created this chart to explain how to improve your Edgerank on the three main categories: Fan Engagement, Time with Status and Frequency of Posts.
| Fan Engagement | Time with Status | Frequency of Posts |
| No marketing messages or any other type of “broadcasting” | Post videos | Post no more than once every four hours |
| Ask questions | Post photos | Post during peak Facebook hours; or |
| Elicit emotions | Post links | Post during your audience’s peak hours |
| Topical posts | (All suggestions from first column) |
The key takeaway is that good content should be your No. 1 goal to make your page more visible to your fans.