Facebook Has Finally Killed Organic Reach. What Should Marketers Do Next?

Nate Elliott

After years of pushing brands’ reach lower with one hand (and opening marketers’ wallets with the other) Facebook has finally announced the end of organic social marketing on its site.

In a Friday night blog post the social giant warned brands that “Beginning in January 2015, people will see less of this type of content [promotional page posts] in their News Feeds,” and admitted that brands that post promotional content “will see a significant decrease in distribution.”

It’s not as if marketers could count on much organic reach or engagement anyway. Ogilvy reported that in February 2014 large brands’ Facebook posts reached just 2% of their fans (a number that was falling by .5% per month). And earlier this year a Forrester study showed that on average, only .07% of top brands’ Facebook fans interact with each of their posts. But Facebook’s latest announcement will certainly make matters worse.

What should marketers do now? Today we published a report called “Social Relationship Strategies That Work” that details several options. Two of the most important things brands can do are:

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2012 Tech Marketing Priorities – From 50 Tech Marketing Execs

Understanding the priorities of fellow tech marketers is a great way to tune one’s own 2012 initiatives.   Over the past two months, my Forrester Technology Council colleagues and I have spent quite a bit of time surveying and talking with members (~ 50 tech CMO’s and VP’s of Marketing) about their priorities for 2012.  Before the champagne pops up here in Boston, I wanted to share a few of the priorities my colleagues and I are hearing most about for 2012:

  • Demand management wins out across the board.   In years past, the top priority for our tech marketing members centered around "driving leads into the funnel."  In 2012, tech marketing execs still care about driving leads, but there is an increased desire to trade lead volume for better lead quality.   Quality that comes from strong nurturing activities to help leads move from the top of funnel into the middle and ultimately into a position where they are "sales-ready."  A vocal number of members expressed commitment to building a more comprehensive demand management process where they would balance their lead nurturing and lead generation initiatives appropriately.  
  • Brand/rebranding comes into vogue.  Many of our members have put brand and/or rebranding at the top of their lists for 2012.  The need to create greater market differentiation against competitors and to build market awareness in new markets (e.g. verticals, geographies) were cited as the top reasons for steering funds, resources and time in brand or rebranding initiatives.     
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