If traditional websites use search engine optimization (SEO) techniques to increase their visibility to search engines like Google, Facebook users (including businesses who use it as a primary means of attracting a social network following) can also perform some techniques to increase their visibility among their friends.
When one makes a posts on Facebook, not all your "friends" will actually get to see it. If Facebook were to do that, you would drown with too many messages if each of your "friend" were to make even just 1 post a day. Instead, Facebook uses some undisclosed filtering algorithm to determine who gets to see your post. Simply making a lot of posts does not seem to be very effective in increasing one's popularity. Facebook seems to rank your relevancy to your friends based largely on their interaction with your page.