Your Facebook posts may only be seen by half of your fans that have “Liked” your page. Why? Facebook is constantly changing the way posts are presented to users. You can see evidence of this just by going to the News Feed on your personal page and looking at the top right column—you’ll see two choices: “Top News” and “Most Recent,” with “Top News” as the default. So how do you keep you posts running in the “Top News” of your fans? Here are a few tips:

Post regularly but not too much
Those that post consistently are more likely to appear in the Top News feed. The trick is to find the right balance between posting often (but not too much) and creating interesting posts so as to not bore or annoy your fans.

Know your audience
Launch your posts at days and times when your audience is most likely to be reading them. Go back and examine the days and times when your fans comment or post on your page. See if you can glean any trends and post during those ideal dates and times.

Shy away from social media dashboards
According to what I’ve been reading, Facebook has begun frowning upon content coming from dashboards like Hootsuite and Tweetdeck. I’ve used and suggested these tools in the past, but now the latest information is that content from these tools is less likely to appear in Top News—and is dumped to Most Recent.

Use photos and keep it short & sweet
Posts that include photos are more likely to appear on fans’ Top News feed, so include pictures when you can. Also, remember that shorter posts get more readership and interaction. The optimal post length is 80 characters or less.

Speaking of interaction
Do what you can to encourage fans to “Like” and comment on your posts. Post and posters that garner lots of interaction will appear in Top News more often.