Free reach, finally
It has been a long time since we've had any good news about organic reach on Facebook, but there was one small victory this week. On Monday Facebook announced that tagging a brand's Page could earn visibility to that Page's followers. They provided an example where Bleacher Report tagged basketball star Dwight Howard (who in this case is a brand). Users who Liked Howard's page might then see the tag from Bleacher Report in their News Feed. Marketing Land provided a good explanation of how brand tagging will work.
Although some people will try, tagging Coca Cola won't get them 80 million free exposures. RGB Social provided a more realistic set of tagging guidelines for Facebook marketers. Shoutlet recommended that tags should support existing relationships for maximum exposure and 360i provided examples of tagging that might gain the favor of the Facebook algorithm. There is a precedent to learn from. As Digiday pointed out, brand tagging has been an art form on Twitter for years.