Hey Brands, Facebook Isn’t Screwing You
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The web is buzzing with arguments that Facebook has become a bad deal for marketers. On Forrester’s blog, Nate Elliot wrote that brands can now reach just 6% of their fans organically, citing a recent study from Ogilvy. Brands are also discovering that a lot of their “likes” come from fake fans. Elliot cites blog posts from several companies that detected “like fraud” ranging from 40% to 90%.
For years, brands spent millions on Facebook, thinking it would be their earned media channel, but recently, Facebook has decided that the way to drive revenue is to force brands to pay to reach their fans. This strategy netted Facebook $7.87 billion in revenue last year and has left social marketers without a significant earned media solution — or so they think.
From brand reach to advocate reach
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