As marketers, we recognize how well Facebook can engage consumers, but we’ve all noticed how much harder it is for our posts to gain traction. Many are blaming Facebook itself, or rather EdgeRank, their 2011 algorithm that determines what appears on news feeds. EdgeRank measures the time you spend with people/companies and pushes up content from those sources. Sounds reasonable, but if you’re like most of us, you have plenty of friends/companies who you really like but don’t interact with often. According to blogger Jeroen Panjer, with the EdgeRank system only around 16 percent of the people that like a company’s page will see their posts – that’s 84 percent of the audience that is lost. This means that if you have 20,000 fans, your real audience is just 3,200 people. The solution? Facebook recommends simply paying to increase your EdgeRank positioning. At milk*, we recommend writing interesting posts with a focus on the quality of the engagement, not the quantity of likes. Let’s hope EdgeRank meets its demise soon.