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It seems that with the most recent changes to Facebook’s Edgerank Algorithm, the only way to effectively promote a brand through the social network is to dish out some serious money – organic reach is slowly becoming less relevant. What are your thoughts on Facebook’s Advertising? Will your brand be switching its marketing focus to other social networks like instagram and Twitter?
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FACEBOOKHAS
CHANGED ITSEDGERANK
ALGORITHM
In the last couple of months,it appears that Facebook has
drastically changed itsEdgerank Algorithm. What
does this mean for FacebookPages and Social Media
Marketing? In two words:Paid Advertising.
The Facebook EdgerankAlgorithm is what’s used torank posts on a user’s NewsFeed – to determine which
posts should and shouldn’t beshown. Well, apparently
they’ve recently altered theeffectiveness of posts by
Facebook pages, by loweringorganic reach by reports of
anywhere from 40-50%.
The most probable reason forthis change: A pages’ posts
now only pop up in the feedsof those most likely to like,
comment or share it. Peoplewho aren’t active on the the
Facebook Page are unlikely tosee its posts.
This huge loss of effectivenessthrough Organic Reach is not
good for brands. Unfortunately,the only way around this is by
participating in FacebookAdvertising. Facebook recently
released a Promoted Postsfeature which allows brands topromote single posts from their
timeline to reach a wideraudience, but at a price –
ranging anywhere from $5-200.
We’ve tested out theeffectiveness of Promoted
Posts, and while they definitelybring the reach up by a large
amount, routine use of thefeature can get very costly –especially for startups and
small businesses. This type ofadvertising along with
Facebook Sponsored Ads canreally boost a brand’s presence
on Facebook.
It seems that with the mostrecent changes to Facebook’sEdgerank Algorithm, the onlyway to effectively promote a
brand through the socialnetwork is to dish out some
serious money – organic reach isslowly becoming less relevant.
What are your thoughts onFacebook’s Advertising? Willyour brand be switching its
marketing focus to other socialnetworks like G+ and Twitter?
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