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Social media giant Facebook is once again changing its algorithms. The change is making it more difficult for brands to reach affinity groups through organic postings. The goal is to raise revenue through promoted postings. Facebook claims that users are complaining they are tired of seeing posts that push them to buy a product or app. Research firm Forrester believes the change will have such a significant impact that they are advising companies to decrease their reliance on Facebook. As a relancement, they suggest companies turn to email marketing campaigns. Email campaigns were the norm to reach customers online prior to the emergence of social media.
Facebook is enjoying a huge increase in ad revenue in the past quarter. It is up 64 percent to $2.96 billion. They also enjoy 25 times more advertisers than Twitter. Today, Adweek learned Facebook will offer deep-pocketed brands exclusive information about users.
Should Facebook be doing this?
Social media is so good for companies because it is a low cost way to reach consumers. Facebook should not be limiting who can effectively reach their customers. Once it loses it's uniqueness, Facebook will not be the place to be for advertisers. This move may set them up for failure long term.
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