As popular as social media has become, recent studies are determining that marketing via the social interweb isn’t actually benefitting companies as much as it can. The solution? According to Joe Pulizzi and Robert Rose of the Content Marketing Institute, brands really need to pay money in order to make a real difference.
The reason for this is large in part due to social media algorithms that are making recent and relative posts void. The algorithms post the most popular or attuned-to-you posts first, and if a business isn’t careful or smart about it, they’re going to get lost in the shuffle.
In fact, there’s a direct correlation between these new algorithms and the amount of money Facebook is banking off of them. Business owners can’t rely on a social site to help assist them; they have to take matters into their own hands. Or, as Blaise Lucey puts it, you have to Pay to Play.
Fundamentally, Facebook cares about THEIR business, not about YOUR business. – Jay Baer
Organic reach is what we once had: newer posts at the top in chronological order, and the ability to see everyone’s posts on our feed. According to Social@Ogilvy, posters now stand a 6-12 percent chance of being seen by their audience. Six to 12 percent. That’s it. The one way to fix this is to purchase paid promotions.
It is a shame that a site once designed to let us know what everyone is up to has been altered in order to turn a larger profit, but can we be at all surprised? Now it’s our turn to do what we need to do in order to turn a profit: you’ve got to spend some to make some.