Contently – Facebook’s Reach Is Terrible, but You’re Crazy if You Delete Page
Jun 23, 2015
What’s my favorite piece of Facebook marketing over the past year? When Eat24 deleted their page with a hilarious breakup letter that quickly went viral. (Even CNN covered it.) Any sane person who read that brilliant letter had no choice but to fall in love with Eat24 and their marketing team. Plus, the insane amount of earned media that post generated was almost certainly worth any downside of losing Facebook as an advertising platform. The week after the letter was posted, Eat24’s app installs went through the roof.
“Funny story,” Eat24 wrote in an equally hilarious post-mortem. “App installs from the week following our breakup letter totaled 1.75x more than we got from all our 2013 paid Facebook ad campaigns combined. So… if we add the breakup installs to the paid ad installs, the ROI for that $1 million Facebook budget actually looks pretty good!”
Eat24’s breakup coincided with an industry-wide freakout after publishers discovered Facebook was shrinking organic reach for brands to one percent or less, and they started a bit of a Facebook-page–deleting movement that is gaining momentum today.
For most brands, Facebook is pretty much useless as a platform for organically reaching an audience; anyone who would rather have 100,000 Facebook fans than 10,000 email subscribers is insane. The paltry organic reach and engagement of some of our own Facebook posts have made me want to either punch the Hootsuite owl right in its beak or use his feathers to dry my tears. I mean, look at the depressing below chart from Forrester:
However, even with those sad numbers staring me in the face, I would never consider deleting our Facebook, and most other companies shouldn’t either. That’s because while Facebook sucks for organic reach, it’s a fantastic platform for paid content distribution and, in turn, for getting more email subscribers.
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