Facebook's Falling Reach
Facebook's first autumn as a public company has been consistently marked by reports of brands seeing decreased reach. Posts rarely appear in the fan's newsfeed unless they are Promoted (paid). Ogilvy was the first to predict the drop and We Are Social did a good job of documenting the extent using hard data.
There is no shortage of explanations. The most common (and obvious) has been explained by EdgeRank Checker founder Chad Wittman -- the post-IPO Facebook is becoming increasingly pay to play. Brands can create Pages and collect fans for free but Facebook wants to charge for reaching those fans. Smart Insights compared the effectiveness of Promoted Posts vs organic along with Facebook's latest response and some advice for brands. The blog Ars technica got advice from Facebook on Promoted Post strategies, noting that quality and engagement are still important, even in a paid model. Wittman feels that negative feedback weighs heavily in the algorithm and cripples reach. The evolving nature of Facebook Insights presents related challenges, John Loomer posted strategies on using Insights to monitor reach as brands explore the new facets of Facebook monetization.