For a very long time, for my simple Catholic News Live fan page on Facebook, I was using RSS Graffiti to post new stories to Facebook (usually in batches of 3-5). RSS Graffiti is super-easy to set up, and it simply ties into your existing site's RSS feed to post new stories from your site to Facebook.
However, after I redesigned the Catholic News Live website in Drupal 7, I decided I'd take a few extra minutes to rework the site's social integration for Twitter and Facebook (I was using HootSuite for Twitter postingsâa batch of 5 stories per hour maximumâand RSS Graffiti for Facebook.
People who followed both accounts weren't engaging, liking, or even sharing/retweeting stories too much. The twitter account was doing okay, because Twitter doesn't seem to hide tweets from other users as much as Facebook likes hiding certain posts (especially those from automated apps like RSS Graffiti).
The Personal Touch
If I wanted to increase engagement even more (say, if I actually had time on my hands to do anything more), I would personally cull through stories and select only those which have more of a 'shareability' to them (top ten lists, well-titled stories, stories with good 5W's in their opening paragraphs, etc.). Then I would have my site only post those  stories to Facebook/Twitter. People (and probably Facebook, too) would see that CNL is a good/high quality information source, and would be more prone to pay attention to all the stories...
Some articles about the effectiveness of the personal touch:
- Auto-Posting to Facebook Decreases Likes and Comments by 70%
- Automatic Facebook posting can make your page fail
- Automated Status Updates on a Facbook page: Pros and Cons
But I don't have time for that, and CNL is a side project for me. Therefore I'm pretty happy with a 1000% increase in social engagement due to switching from automated posting tools to my own API integration.