read the comments in this post to understand my take on Facebook's ever changing dynamic of free organic reach and visibility. It is very important to understand the importance of a paid Facebook strategy. The exchange below is with former Walt Disney World marketing executive Bill Shultz.
Bill: Does Facebook manipulate or prohibit organic reach in an effort to sell ads?
Bryan: yes, Facebook changes their algorithm consistently...as more and more users use the news feed adjustments must be made..both in price and frequency. What Facebook has done however is give GREAT opportunity to those that create engaging content. If you do that, FB value is there, if you slap something up it will not only cost you, but your reach will be abysmal.
Bill: If someone likes your page . . . should they not be blocked from seeing your content?
Bryan: says who? if I get your email, there is NO guarantee that when I send you an email it doesn't go directly to spam.
Bill: Then how do they reward engaging content . . .do they have content graders? Who makes the decision whether your content is engaging or not?
Bryan: Bill, Where c is the number of cycles, time periods or generations; U(c) is the number of users at generation c and K is our viral coefficient. (joke)
virality is a formula or in your term the "content grader" simply put, if a content gets VIEWS, likes, comments, SHARES then a post can go viral....without those things it cannot...virality has many factors and boosting with ads to a very relevant audience is part of the equation...a very smart play by FB...pay us to create virality.
Bill: So when you buy ads . . . you can define your target audience at the time of purchase or does Facebook select the audience?
Bryan: we control audience target in ways you would not begin to imagine...
Bill: But how do you get Facebook to show your content to the audience you have defined instead of the audience they want to show it to . . ?
Bryan: the news feed is a curation of organic and paid content seamlessly populated in a users phone...your feed is unique to you....mine is unique to me...and across every user this is the case.
Bryan
yourbrandvoice.com
1 comment:
Facebook is declining due to its greed for more money. At first I was free, but now they are trying to make some money out of it by applying more unnecessary charges. Hope it ends soon.
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