Some people haven’t forgiven Facebook for the changes it made last year to its news feed algorithm, alterations that ratcheted down the audience reach for some posts written on behalf of brand.
“You can spend a lot of time building up these audiences, but when things change constantly on the platform, it’s very challenging,” Dorothy Hui, Roc Nation’s Vice President of Digital Marketing, said of Facebook during a social media summit hosted by the Recording Academy prior to the Grammy Awards.
No doubt, Facebook’s tweaks, discussed in detail in the March 2, 2013 issue of Billboard, altered the playing field for bands and marketers who rely on the social network to get the word out. “It’s very risky to build your business on someone else’s platform,” said Paul Verna, senior analyst with eMarketer who advised companies to diversify their social efforts to as not to be dependent on any one platform. “You just never know when those platforms make changes that don’t serve your needs and you’re left dangling.”
There are other ways to adjust, said Geoffrey Colon, vice president of Social@Ogilvy, the digital marketing arm of Ogilvy & Mather. For those who are sticking to Facebook, Colon offers six ways to leverage the world’s largest social network.