Facebook shows updates and other activities from your friends (personal accounts) or your fans (business pages) on the Wall. These various items can include new fans or friends. It can include posting of a new update, picture or video, or sharing a link. It also includes the commenting activity of friends and fans. For most users it is not realistic that all activity of either friends or fans be displayed on the Facebook Wall.
Therefore, Facebook has designed a process to show each user the optimum updates on their unique wall. The process that regulates what you see on the wall is called EdgeRank. EdgeRank rates each item (update, photo, comment, etc) and then shows each user the ones with the highest ranking.
Facebook has two settings that allow you to have some control of your wall. You can choose to use time as the major factor to determine what shows up on your wall – by choosing recent stories first. This does not mean that time is the only factor, it only means that time plays a more prominent role in the sorting of stores you see, and that all stories are sorted by when they were posted. Or you can choose to have the best (as determined by EdgeRank) stories show up, regardless of time, by choosing Highlighted stories first.
Regardless of whether users choose recent stories or highlighted stories – the items with the best EdgeRank will show up more consistently and more often on the wall of your fans and friends.
Therefore to get the your message out to your Facebook Fans and Friends, thus engaging those friends and fans – you need to increase the EdgeRank.