Most business owners understand the importance of having a Facebook page, but few use that page to full effect. If your page is simply sitting idle, and you aren’t engaging with your fans, then when you post to your page then many of your fans may not even see that post.


If you want to ensure large numbers of people, you need to improve your EdgeRank, which is the score that determines how often your updates are shown. Every action that is taken by Facebook users is a potential newsfeed story, or “Edge.” Each “Edge” has a score, and Facebook shows the most interesting (or highest EdgeRank) stories before the ones with lower scores.

Getting People Talking Gives You an Edge (Literally)

The best way to increase your EdgeRank is to get people talking, and one way to do this is to ask people questions. You’ve probably noticed that most blog posts seem to follow one of three trends with their titles. They either offer an answer, e.g. “How to solve X problem,” include a list, or ask a question “Do you make these common mistakes?”? The reason for this is that users love that sort of content. If you’re offering a solution, you’re likely to come up in search results when people go looking for an answer to their problems. Lists are great link-bait, and when people read a question, they reflexively want to answer it.

Here’s how you can use the third phenomenon to your advantage. If you put a survey on your Facebook page, there’s a good chance that a lot of people will want to answer it. Make the survey short and simple, and lots of people will finish it, and (hopefully) post the results of the survey to their own status feed. Each time someone does this, it generates an Edge, which friends of the user might see. It also increases the engagement score of your own page.

In addition to increasing your engagement, running surveys has another benefit – you get to learn more about your customers. Don’t overlook the importance of that knowledge. Short, simple polls probably won’t give you the kind of detailed information you need to start your next set of R&D, but they will help you to get an idea of what your consumers are thinking. That can help you to decide what to focus on next.

Essential Calls to Action

A status update without a call to action is a wasted status update. If you’re posting updates about your own products or services, it pays to include a call to action, even if it’s just “Click ‘Like’ if you think this is cute,” or “We’ve just started our holiday sale, tell us what you want to see included.”? A simple call to action will generate clicks, answers, and likes – and that’s what you need to increase your Edge.