In the past, posting interesting content three to four times a day was enough to keep your updates appearing in your fans’ timelines. This is no longer optimal because Facebook changed the game. Posts or images with dozens of likes and shares now struggle for visibility.
Why? Facebook adjusted its EdgeRank calculation, which determines what posts appear in fans’ timelines. Facebook diminished the organic marketing we all enjoyed by making sure fewer brand updates appear on fans’ pages. Updates now appear in 15 percent or fewer of all timelines.
Twitter, with its unfiltered stream, is starting to look more attractive.
Myth No. 1: Facebook will not change the game.
Social media is evolving rapidly, and expecting the rules to stay the same is an assumption you cannot afford to embrace.
Marketing Land highlighted the reduction in organic Facebook marketing virality and reach. Some reports indicate the reduction in the number of readers (views) of your page’s updates is between 5 and 40 percent.
Keep in mind that for Twitter and Google+, 100 percent of all updates are in the stream.