Do you remember when brand pages on Facebook had fans? You used to be able to visit a page and click a button that said, “Become a Fan.”
Organizations large and small created marketing materials to tell their supporters and prospects to be their fan on Facebook.
About three years ago, Facebook changed the rules. “Become a Fan” became “Like” and you and I ceased being a fan. We became likers. New marketing materials were created at great cost.
The list of Facebook changes goes on.
The latest occurred earlier this week when AdAge obtained a Facebook communication that the social networking site prefers paid updates over organic updates.
“Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency,” says Facebook. “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”
The other big change this month involves reach.
Last year I wrote about the EdgeRank algorithm that affected 84% of your
fans likers not seeing your content. Because of their decreased activity in liking, commenting, or sharing your updates, only 16% of people who liked you would see you.
It’s now lower.
Ignite tells us you can assume that a mere 2.5% of your total fans will see your next update — and that update will be viewable for 30 minutes.
Nonprofit advocates are outraged.
Julia Campbell writes:
Many nonprofits have spent years building their online community on Facebook and have reaped the benefits in increased engagement, increased trust, increased awareness for the cause and even an uptick in donations. By purposely decreasing organic, unpaid reach on Facebook pages, Facebook is taking away the ability of these organizations to reach their volunteers, donors and supporters, and to achieve their missions.
It doesn’t exist.
They wants it to exist.
They point to the Google Ad Grants program (similar to Google AdWords for businesses) that awards up to $10,000 to eligible nonprofits. Call it free money. Meet their requirements and you can spend money to get more clicks and visits to whatever you’re advertising on Google.
It’s not a new concept. A page was created in 2010 to promote creation of Facebook Ad Grants. Over 1,700 people like it.
Advocates and their followers are using a #FacebookAdGrants hashtag on Twitter to point to the petition and accompanying articles.
It’s fascinating to watch a grassroots movement gain momentum. I don’t know if anything will come of it.
Facebook founder Mark Zuckerberg said in a 2010 interview that nonprofits are less important than businesses.
I think building a company is the best way to change the world, because it’s the best way to align the interests of a lot of smart people and a lot of partners to build something that’s great and that serves people. You can’t do that if you’re an individual because it’s just you and there’s no one to align, and you can’t do it if you’re a nonprofit because you have no resources and you’re constantly out trying to raise money instead of generating it and being self-sufficient.
Let’s see if he changes his mind and admits nonprofits matter.