Dive Summary:
- Forbes contributor Steve Cooper looks at analysis by GroupM Next that found a brand reach drop of 38% among 25 brands since Facebook's recent EdgeRank algorithm change.
- Seeing reach drop for his own company, Hitched Media, Cooper explains that Hitched modified its tactics, focusing on Facebook posts targeted at attracting fans and engagement, while also expanding initiatives on Google+ and Tumblr.
- Ultimately, he says the EdgeRank changes led Hitched to reduced its Facebook priorities and diversity its social media efforts across multiple channels and mediums.
From the article:
"... I understand that if Facebook allows businesses to reach all of their fans for free, that generating real advertising revenue from these same businesses would be a hard sell. On the other hand, it’s going to be difficult for me to get excited about linking to anything on Facebook knowing that less than 10 percent of our fans will ever see it—unless I want to pay for that privilege of course. ..."
