Facebook on Organic Reach
Brian Boland, leader of the Ads Product Marketing Team at Facebook, has addressed the concerns of businesses using the platform. Many believe that organic reach is declining because Facebook wants to make more money from ads.
Addressing these concerns, Boland took to the Facebook for business blog, to offer an explanation for the phenomenon.
The post states that along with most areas of the web, the amount of content on Facebook has increased to the point where measures had to be taken. Each person when they log into Facebook could have more than 1500 news stories waiting, and this needed to be controlled for quality and relevance.
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The concerns for businesses are twofold. Firstly there is a feeling of betrayal over the 'Likes' feature, which some suggest should entitle a businesses to organic posts appearing in the news feed; secondly, that the new model for Facebook's news feed is just designed to generate advertising revenue. It is these concerns which last week prompted Eat24 to make a spectacle of its exit from the service.
Addressing the changes to the news feed, Boland said that Facebook will always be a place where businesses can find success and reach new customers, but the news feed is "the place on Facebook where people view content from their family and friends, as well as businesses."
"If people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses."
Addressing the concern over likes and fans, Boland said "having fans should not be thought of as an end unto itself".
On the value of a fan Boland makes four points. Two explicitly argue for the extra value fans give to ads, saying the fans make the ads more efficient, and more effective; while the other two points seem to indirectly argue for the extra value for ads, stating the fans provide business credibility, and insight on prospective customers.
Kleon West, business development director at theEword, said: "We can see Facebook is in a bit of a bind here. The problem of keeping both businesses and the consumer happy is hardly a new one, but this seems to be where Facebook are at the moment."
"It's hard to see if another path were possible for the platform's news feed. Regardless, they are now tasked to convince both business and consumers about the value of the service."