Changes to its EdgeRank algorithm, which determines the updates that appear in News Feeds, have reduced the number of brand posts people see. Even the well-documented use of visuals and videos in Facebook posts is taking a hit.
Many of Facebook’s business users insist the changes are a money-making ploy on the part of the social network. By reducing the reach of posts, Facebook is forcing companies to pay for followers to see their posts—or so the argument goes.
The situation has deteriorated so much that the business editor at Mashable, an immensely popular website that established its name reporting on social media, made the bold claim this week that “most social media marketing is a waste of time.”
Despite the headlines, Facebook remains the king of social media, and PR and marketing need to stop complaining and start adapting to the changes.