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Facebook uses a proprietary algorithm called Edgerank to dictate the visibility of content in user’s streams. The effect of this is that much content may be either reduced in visibility or not shown at all to a significant percentage of a brand’s audience. And when there is a history of poor engagement levels, it can become an engagement death-spiral: low engagement produces low visibility, which in turn makes it harder to get high engagement.

Optimizing Facebook Engagement is a series of articles that uses the Track Social analytics platform, tracking more than 12,000 brands on social media, to analyze what works and what doesn’t when it comes to Facebook Engagement.