My Facebook Dilemma

Hi, About 3 months ago I launched a website that created and shared viral quizzes. In the first month our quizzes went viral a few times on Facebook and we would see traffic of over 100,000 pageviews a day. Now, similar (if not better) quizzes barely get seen/shared and we get just a few thousand page views. Now, I realize there could be 100s of reasons behind this but I have a theory that I’d like to explore and get opinion on.

During the 3 months some friends and family would try to “spread the word” by posting our content quite frequently, many times not getting any engagement since they were posting to the same audience (and in some cases they posted more frequently than advisable). Could that have tarnished my domain / appid thus causing future content to not be seen by as many people? Is there evidence that Facebook has domain/appid level penalties or is each piece of content judged separately?

I was thinking of doing an experiment and registering a new domain with a new appid but the same general content and just trying to share 1 or 2 quizzes under that new domain. Does this sound like a good or bad idea?

No recently facebook made more adjustments to their edgerank formula. You can read more about it here - http://edgerankchecker.com/blog/

Its affecting alot of pages and sites.