A couple of months ago, Facebook added a money-making layer to catch the small-spender with big promotional ideas. Aside from Edge Rank, page owners can now “Promote” their stories in the news streams of people who like their page and the friends of people who like their page to increase their message proliferation.
It all begins when a page gets 400 likes. At that point, a promote option appears on every new post that gives the administrator the option to choose from 3 pre-budgeted amounts to improve the reach of their posting in nwes streams.
The more likes the page has, the greater the reach. So promotions become exponetially more effective.
Promotion reach is currently counted separately from reach that would have been organically generated by the post and shuts off automatically after 3 days or when the budget amount has been reached. Also, multiple promotions may run simultaneously or overlap.
So, another social media marketing tool that is relatively low cost to keep in mind, but be aware of how much is actually being spent because a little at a time can add up very quickly.
You can learn more about promoted posts at the Facebook help center: