I've been testing the performance of various pages to establish a better performance in Facebook.
In simple terms, Facebook uses its EdgeRank algo to decide what is likely to be shown in a users' news feed.
To influence this, you have to create a 'community' which responds positively to your interactions. The more positive interaction that goes on results in a better performance of the messages appearing.
Posts with few interactions are less likely to appear. Obvious, of course, but that builds in time to result in fewer posts appearing in a "friend's" news feed.
Taking time to build this engagement will work, but you have to invest the time in the first place.
Clearly, EdgeRank does work, and positive user engagement is the key.