Does Facebook Provide Business Networking, Or Does It Give You The Business?

If you or your commercial real estate firm or brand runs a Facebook page, and you read The Source, then you probably know that the reach of your page – that is to say the sum total of the visibility and engagement your page delivers – has been on the decline.

Some of this is acknowledged by Facebook.  New posts today get less attention than before, and that’s on purpose, according to Facebook itself. The “organic reach” of your posts, a measure once determined by the number of “likes” your page has – aka the number of people who want your content – has been falling because Facebook wants it to.  Facebook’s purpose is to generate revenue through advertising, and if 1,000 people ask to see your content, Facebook thinks it’s good business to show that content to fewer than those 1,000 people, and to thereby lead people toward the purchasing of advertising on Facebook.

Buying Your Way Out Of The Problem Might Not Work

A new wrinkle to the problem has been that even the advertising terms and outcomes are now thrown into suspicion.  A video blogger has found through experimentation that even after he paid Facebook for advertising, the “likes” he got back from the process were from accounts that didn’t look like the accounts of real people.  And when clicks that come from sketchy-looking accounts pile up, it’s almost always the result of click fraud, using click farms.

The videoblogger’s “Virtual Bagel” and “Virtual Cat” experiments in Facebook exposure are easily understood, well-controlled, compelling and in the end, pretty damning stuff.  It makes you wonder how is it possible that Facebook, a social media platform with over a billion people on it could take such wild success at connecting people and think it was a good business model to keep actual people away from each other.

A tip of the hat to Agent Genius who posted about this recently.


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