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How to Outsmart Facebook's Edgerank: It's All About the Content
By: Christine Geraci
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If you actively manage a Facebook page, then you received some very disheartening news this week: Your content is reaching less than a fifth of your fans.
 
Results of an EdgeRank Checker study show that the average Facebook page only reaches about 17% of its fans. That means roughly one in six people actually see a post from the page they liked in their news feeds. 
 
Why, you ask? Well, it has a lot to do with Facebook's new algorithm, which places much more emphasis on interaction when it comes to determining a post's worth. Gone are the days when the sheer number of fans you accumulated could help ensure your posts were seen.
 
On the one hand, this is a GOOD thing. It's a bit more about quality than quantity now. You no longer win the popularity contest by having a boatload of fans — you only get to be Prom Queen if those fans are liking, commenting on, and sharing your stuff regularly.
 
On the other hand, this forces many businesses and organizations alike to seriously rethink their Facebook strategies. If the fans aren't talking, then how do you prod them into conversation?
 
The PR agency Punch Communications has a few suggestions, which we really liked:
 
1. Don't post the same link over and over.
2. Ask your fans to do something specific, i.e. post a comment, contribute their own content on your wall, etc.
3. Post steadily, but don't over-post.
 
You can read more about Punch's take on EdgeRank here
 
And we have our own suggestions:
 
1. Challenge your fans to a little game of trivia. Test their knowledge of your company or brand, or whatever other subject is relevant to your Facebook page.
2. Ask your fans questions regularly.
3. Ask your fans to post their own photos and videos relevant to your business or brand. 
4. Give individual fans shout-outs on a regular basis. 
 
Do you have any EdgeRank-friendly engagement strategies to share?


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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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