Social media is a tricky tool. It’s hardly news to anyone that Facebook fan pages are an important part of any business or group’s public profile. But at the same time, there are a great many hidden details and idiosyncracies to using it effectively. So many in fact that it’s easy to do just about every obvious thing in setting up a Facebook page and be completely bewildered about why the page isn’t doing well.

Part of this is that Facebook is always changing the tools and rules in subtle but profound ways. But even without keeping up with these changes, there are still small things you can do that will make a world of difference.

Take, for example, a new post on your business’ fan page. You would assume that once you post an article or link then there’s a good chance that anyone who has liked your page is bound to see it sometime. It’s an apparent and common sense assumption, but it’s also incorrect.