star trek

Analytics Show Facebook Curbs The Reach Of Big Brands’ Posts

Source: http://www.businessinsider.com/facebook-curbs-the-reach-of-big-brands-2012-11

Billionaire entrepreneur Mark Cuban and “Star Trek” actor George Takei both complained recently that Facebook reduced the “reach” of their posts, limiting the number of fans likely to see any given post.

More seriously, two executives at major social media agencies owned by WPP group claimed the same thing — only with data.

In response, Facebook formally denied that it is “gaming” its Edgerank post algorithm to reduce the reach of posts (and thus force advertisers to pay to promote posts to reach all their fans).

Now comes PageLever, a Facebook analytics company, which gave Mashable some data that shows that the bigger fanbase your Facebook page has, the lower reach any individual post has. Brands with small fanbases of fewer than 10,000 people can get nearly 20 percent of them to see any individual post. But brands like Coca-Cola and Walmart, who have more than 1 million fans, can only get about 6 percent of them to see any given post — unless they pay:

PageLever

The data suggest Facebook’s algorithm discriminates against bigger brands. It encourages smaller brands by offering them triple the reach of their larger competitors. But the more successful a brand becomes on Facebook, the more its organic average reach dwindles.

By the time any company has more than 100,000 fans, of course, they’re pretty dependent on Facebook as a marketing medium — and thus may be more likely to pay to promote posts.

Related: Facebook Denies It Is ‘Gaming’ Its News Feed To Force Companies To Buy Ads

See Also: Facebook Accused Of Changing A Key Algorithm To Hurt Advertisers

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Monday, November 19th, 2012 news No Comments

Analytics Show Facebook Curbs The Reach Of Big Brands’ Posts

Source: http://www.businessinsider.com/facebook-curbs-the-reach-of-big-brands-2012-11

Billionaire entrepreneur Mark Cuban and “Star Trek” actor George Takei both complained recently that Facebook reduced the “reach” of their posts, limiting the number of fans likely to see any given post.

More seriously, two executives at major social media agencies owned by WPP group claimed the same thing — only with data.

In response, Facebook formally denied that it is “gaming” its Edgerank post algorithm to reduce the reach of posts (and thus force advertisers to pay to promote posts to reach all their fans).

Now comes PageLever, a Facebook analytics company, which gave Mashable some data that shows that the bigger fanbase your Facebook page has, the lower reach any individual post has. Brands with small fanbases of fewer than 10,000 people can get nearly 20 percent of them to see any individual post. But brands like Coca-Cola and Walmart, who have more than 1 million fans, can only get about 6 percent of them to see any given post — unless they pay:

PageLever

The data suggest Facebook’s algorithm discriminates against bigger brands. It encourages smaller brands by offering them triple the reach of their larger competitors. But the more successful a brand becomes on Facebook, the more its organic average reach dwindles.

By the time any company has more than 100,000 fans, of course, they’re pretty dependent on Facebook as a marketing medium — and thus may be more likely to pay to promote posts.

Related: Facebook Denies It Is ‘Gaming’ Its News Feed To Force Companies To Buy Ads

See Also: Facebook Accused Of Changing A Key Algorithm To Hurt Advertisers

Please follow Advertising on Twitter and Facebook.

Join the conversation about this story »

Tags: , , , , , , , , , , , , , , , , , , ,

Monday, November 19th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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