[ebook] Addressing Facebook Zero: a new era for Facebook marketing

Addressing Facebook Zero

Over the last couple of months there has been an increasing sense of frustration and, recently, desperation with Facebook as a marketing channel. It’s long been understood by Page administrators that they could expect to reach a maximum of only 16% of their fans with any given status update. But Facebook threw the cat among the pigeons in December 2013 when it confirmed a “leaked” update to the newsfeed algorithm resulting in that figure falling dramatically to between 3% and 6%.

In the last couple of weeks, rumours have started to circulate that a further update will reduce organic reach still further to just 1% to 2% in the very near future.

Facebook Zero, the point where organic reach is at, or very close to nil, is imminent.

This has spawned a million and one blog posts in the last couple of months with titles such as ‘9 Ways to Game the Facebook News Feed’ and ’15 Free Facebook Marketing Tips’ that promise much but deliver very little. So rather than simply adding my own perspective, I decided to ask a number of highly respected Facebook marketers and community managers within my network for their opinions on the future of Facebook marketing. I also asked them to share their own experiences and thoughts on tackling dwindling organic reach.

The result is the ebook you see before you.

Addressing Facebook Zero is available on a number of platforms:

Addressing Facebook Zero contains varied viewpoints, perhaps illustrating that there is no simple answer. There is advice on advertising, content generation, analytics and community management, from those advanced in their use of the network on both sides of the Atlantic. Each contributor has provided a unique and valuable outlook, the combination of which makes fascinating reading. I recommend you connect with each of them.

Many thanks to Brian Carter, Emeric Ernoult, Danny Whatmough, Eb Adeyeri, Luke Williams and Alex Pearmain for their input.

The days of free Facebook marketing are over. Facebook Zero, a term coined by Social@Ogilvy, is a reality.

I hope this ebook helps you to make effective long-term decisions about content strategy, audience targeting and advertising strategy to make the most of Facebook going forward.

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Posted by Paul Sutton

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