Facebook became a social media marketers dream when it built its huge audience potential.
As marketers, we could add stories to the news feed, and we could gain exposure to our audience. We’d create fan pages, then groups, and pages for businesses, and we’d be looking for opportunities for “likes.” The more likes you got the better the exposure for your brand or business.
Then folks soon started gaming the system with click farms. That made it even easier to get “likes.” Where it starts to go wrong, of course, is when the likes come from non-relevant users, and those being people that just “like” everything in sight. They are not engaged. Facebook’s algorithm works on those likes sharing. But if you’ve got a whole bunch of fake likes that won’t share and engage, it’s going to skew your opportunities for your post to appear in the real followers’ timelines. Facebook’s solution was to make it against their terms to use systems of click farms. Even without the click farms, it was relatively easy, right! Yes, it was easy, and it worked pretty well, until, along came the IPO.
Over time, Facebook has been slowly pushing the marketers towards its advertising solutions, and the news feed now rarely displays updates from the pages. Yet, look again and the news feed has sponsored posts alongside the traditional advertising on the right hand side. Yes, you have to pay to get into the news feed.
According to one company it’s been a terrific ride, but they’ve decided unilaterally to pull out from their effort to feed Facebook with posts, whether paid or through the organic news feed. It seems they’ve felt that the goalposts have moved and, despite buying advertising from Facebook, the business didn’t see “likes” and engagement from the target audience.
One business pulling out is not going to make any real difference to Facebook.
It’ll be interesting to see how Facebook continues to develop the news feed, and whether they will crack down further on fake likes, or if this disgruntlement becomes a trend.
In the meantime, we still cannot ignore feeding Facebook with posts, until it changes again.
If you want to know more about this topic, or want to use social media to help market your business, contact Marshall Jennings.