Brand Publishers Are Ditching Facebook in Favor of
Microsites
Brand publishers are pulling away from Facebook and
reallocating their resources to microsites and alternate social channels like
LinkedIn.
Part of the motivation for this shift away from Facebook is
that social media managers saw a dramatic dip in reach for their messaging over
the last 16 months – attributed to Facebook’s EdgeRank algorithm which curates
the content users see in their news feeds.
However, the real motivation is that brands want to own and control
their own data content. Brands don’t own
what happens on Facebook – in fact, the Timeline layout change wrecked some
custom brand pages that were developed specifically for social media.
As a result, marketers are now using social efforts to lure
people to their own sites. Jun Group reported that clicks that led people to
brand-owned-and-operated sites doubled between 2012 and 2013 from 28 percent to
57 percent—while the segment of clicks that ended at Facebook dwindled from 31
percent to 10 percent.
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