We all know that EdgeRank keeps our content from being seen on Facebook. Fans can interact with our posts (IF they see them), but we can also keep them coming back with custom apps, or tabs as they’re also called, on Facebook. EdgeRank, in a word, is why you need a Facebook app strategy. Either way, having a custom application that keeps fans on your page can help with dormancy and reactivation of fans. Otherwise you may be looking at “pay to play” with measures to recapture some of those lost fans.