Chris Luo, head of global SMB marketing on Facebook, just announced today, on a Hubspot webinar, a new Facebook product. It’s called Promoted Posts. In Facebook’s hurry to draw revenue that will actually make their newly minted shares worth something, they’re now asking you to pay for something that used to be free.
Excuse my cynicism – you may have read about my negative experience with the Facebook sales team already.
A Promoted Post is this: if you have 400-100,000 likes on your business page, and if you want more people to see your status update, you can use the promote button and pay for more people to see it over the 3 days after you post your status update.
Now I already know that not everyone who likes my page is seeing all my updates. Facebook’s algorithm makes any of your posts that are liked or commented on, or links that are clicked on – more visible to more fans, or likers. So the more engagement you have, the more visibility you have. If your posts aren’t as engaging, you can now gain more visibility by paying for it.
This in itself is a good idea. What worries me is that Facebook has complete control over its algorithm. It could easily move to the system where if you want something seen by anyone, you have to pay for it, as the business. There is too much power in their hands. Yes, they are doing me a service by connecting me with my fans in the first place, and I don’t think they should work for free. But my organic reach and the algorithm behind how that number was reached is not transparent.
Facebook will most likely have success with Promoted Posts once it can show us why these posts didn’t make it to the majority of fans in the first place. MHO.
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Just read Ed Dale’s profound take on the situation: http://www.eddale.co/facebook/there-is-something-rotten-in-the-state-of-facebook#comment-5525
Well said, Ed!
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