78 THE POWER OF VISUAL STORYTELLING a recent study shows that 50% of Facebook fans prefer brand pages to company websites.51 Facebook has helpful guides for companies who want to start their own Facebook page or who want to make an existing one more successful at meeting their goals. Their Facebook for Business page has step-by-step instructions for setting up your page and getting the most from it. The page has a dos-and-don’ts section for choosing your cover photo, and Facebook gives tips for posting, such as these: • Posts between 100 and 250 characters get about 60% more likes, comments, and shares. • Photo albums, pictures, and videos get 180%, 120%, and 100% more engagement, respectively. Facebook also tells you how to set up Facebook Adverts and Sponsored Stories to reach your target demographic, as well as how to monitor which adverts are more successful with the Adverts Manager function. There are tips for engaging your audience with relevant content and how to set up Facebook Offers to promote deals to your fans. You can promote your posts to reach more people, while Page Insights shows you what elements are working best and who is connected to your page. There are plenty of examples of best practices, such as “Post at least one to two times per week so that you stay top-of-mind and relevant to the people who like your page.” Once your page is up and running, Facebook has plenty of advice on how to increase your influence and reach a wider audience, so be sure to check out their pages and read their helpful guides for businesses. It is also worth taking note of how Facebook filters the content that appears in the News Feed. As mentioned earlier in the book, an algorithm called EdgeRank determines how much engagement your posts inspire and how interactive you are at responding, reading, and liking other peo- ple’s posts. The more engaged you are, and the more engagement your posts receive, the higher your EdgeRank score, and your posts will be placed in a more prominent position in the News Feeds of your fans.