Organic reach of the content brands publish in Facebook is destined to hit zero! It’s only a matter of time.
In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more.
By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October. For large pages with more than 500,000 Likes, organic reach hit 2 percent in February. And Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future.
The ability to build communities of fans, and then maintain contact and encourage engagement using content published to fans’ News Feeds was a critical aspect of Facebook’s early appeal to marketers. The opportunity of achieving engagement at scale motivated many brands and corporates to invest millions in developing communities and providing for care and feeding via always-on content.
With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
Review and download the full white paper for all of the data, analysis and detailed, practical recommendations about how brands should respond.
This isn’t an academic exercise. Facebook Zero is a reality now facing every brand and business with a presence on the platform. Action is required, and specific decisions will need to be made with regard to content planning, paid support for social media activities, audience targeting and much more. Hopefully, this paper will provide you with a practical view and practical solutions that will help your decision making process both to get the most of out of Facebook and your wider social media strategy.
Facebook announced Graph Search, a new form of Search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends.
Content that used to slide down a user’s Newsfeed is now potentially ever-relevant as users can search for people, places, photos, and similar interests.
Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and likely, more usable by brands going forward.
The simple fact that Facebook users can find what other friends are fans of Ford Fiesta or have liked a brand application may drive more discovery. This new search functionality may also breathe new power into the object “like” as users can search for a most liked post or piece of content, and brands will be able to capitalize on their fans as true word of mouth evangelists.
Here is our REPORT that examines the opportunities and implications for brands.