Use EdgeRank tool to gauge user interest on Facebook

A recent AllFacebook study found that in a review of 4,000 Facebook pages, the average post is only reaching 17 percent of a company's fans, according to AllFacebook's blog.

This means that on average, businesses are only touching one out of every six fans, with the remainder being none the wiser.

As a result, a company's Facebook page is worth 83 percent less than what the business thinks it's worth, because the amount of money spent to acquire six fans is only returning investment on one.

In order to enhance a business' chances of being visible on Facebook, an improved business marketing strategy needs to be set in place. The first thing on any company's Facebook to-do list should be to utilize a free tool called EdgeRank Checker, notes Mashable. It's an analytic tool that can be used to break down how interesting each posted update will be to users, helping businesses decide which stories should appear in their news feeds.

"With an understanding of how EdgeRank is impacting its content, a brand is then able to begin the process of improving this average effect," Mashable explains.

This is important to note, because given the "several billion" pieces of content shared on the social network each day, it's challenging for brands' posts to remain in news feeds if nobody is sharing or commenting on them, the media outlet points out. The less popular the post, the lower its EdgeRank and the more likely it is to be invisible to users.

"Understanding and leveraging EdgeRank is quickly becoming the new social 'organic SEO,'" says Chad Wittman, founder of EdgeRank Checker, as quoted by Mashable. "Brands that are able to leverage EdgeRank to their advantage, without heavily relying on paid media, will be able to maximize efficiently their Facebook ROI."

With visibility being such a paramount issue for brands, AllFacebook offers a few tips for improving EdgeRank.

- First, this may seem obvious, but find ways to get more likes or comments on every single post. Posts with no responses lower a page's value. This can be done in part by explaining to people why they should like and comment on posts.
- Consider Facebook ads to reach more people, and use the ads to send people to the business' website if a Facebook campaign is failing, because profit potential dwindles when visibility is lacking.