Hundreds of millions seemingly become more dependent on Facebook each day. The smallest changes from the social media giant send ripples across the social universe. If Facebook changed the way we communicate, and now Facebook is changing again, how much damage did it create?
According to Facebook, delivering relevant content in a way that won’t be missed by Facebook users is the goal. This was explained in a blog post by Facebook. The objective is to remove content that is “gamed” in the news feed to gain more distribution than it normally would. Facebook engineers went to work to scrub three major areas aimed at reducing news feed spam.
I saw the early accusations against Facebook. The company claimed that just 6% of a business’ page feed would appear on followers’ news feeds. “How dare they?” and “Facebook should be free!” angrily rang out.
This behavior, coupled with Facebook’s rising ad revenue, would have social media critics crossing their arms and telling us, “I told you so!”
Facebook is clearly on the lookout to suppress certain types of content. Like-baiting, frequently circulated content, and spam links now face intense scrutiny. That’s the Facebook company line.
However, others are not so sure. A source professionally familiar with Facebook’s marketing strategy, claimed the social network is “in the process of slashing “organic page reach” down to 1% or 2%.
Marketers have been on a honeymoon with Facebook. Now it’s time to pay the wedding bill.
Businesses have benefited from the free promotional power of organic reach. They will want to rethink their social strategy.
Imagine a small- or mid-sized business audience of, say, 1,200 likes. Last year’s doughnut sale was a hit. It drove traffic into the store and got folks talking socially about the “buy a dozen for a penny” sale, thanks in part to their message reaching over 1,000 news feeds.
A strong promotional message reaching that audience will produce sales results. Now, after organic reach is slashed, that same doughnut sale reaches a couple dozen, at best — no pun intended. That’s no way to run a doughnut shop.
So how do you exactly go about turning these lemons into lemonade? Find out tomorrow morning in "Turning Lemons Into Lemonade | Marketing - Part 2!"
Zachary T. Brown