Highly recommend this article on the recent ‘Plummeting Facebook Reach’ debacle by Dalton Caldwell. His take is extremely interesting – not just that this is simply another phase in a process which Facebook has been developing for years (which has been my take), but that this is a step down the path to Facebook Ads becoming a viable rival to Google AdWords.He says to expect lowered effectiveness of Marketplace Like units as Facebook push their social Sponsored Posts/Stories units (already happening in my opinion, both in terms of my own campaign results and Facebook’s own marketing messages). And he sees the Open Graph as playing a huge role in this (as in the ability to create custom actions within Facebook beyond ‘Like’… especially ‘Buy,’ ‘Want’ etc) as a driver of customisable ecommerce ‘Stories’ (which really just means traditional word of mouth or peer recommendation) which can be Sponsored in News Feeds.(Further reading: See these two recent developments in Facebook’s approach to ecommerce http://www.forbes.com/sites/greatspeculations/2012/10/10/facebooks-gifts-and-collections-could-spur-e-commerce-growth/) Food for thought!
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