Having decided to be more active on Facebook, Nate [Lanxon, Wired Magazine] stressed that just pushing an automated headline feed wasn’t good enough. On Twitter he said you can pretty much publish “Wow! Look at this!” and a link and generate click-throughs. If you do that on Facebook though, people don’t feel like you are actually talking to them. He made a vital point about the way that the Facebook newsfeed algorithm works. The chance of your content appearing increases when people interact with your content, and one interaction is likely to lead to more interactions.
Nate said that one of their key learnings was that having a presence on Facebook wasn’t about driving fans to Wired, it was about driving Wired to fans.