Paul Dunay

Financial Services Marketing Leader at PwC

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, financial services and professional services organizations.

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Social Media will be eclipsed by Social Ads

Recently Mark Zuckerberg said that brands ‘lease’ property from them on Facebook – which implies an exchange of money.

Now, this is very different than a few years ago when I was writing “Facebook Marketing for Dummies” and detailing out how the EdgeRank formula – you know, the formula that controls your news feed – works. And back then, it was about ‘affinity’ and the weight of content (like is it a ‘like’ vs. a ‘comment’ vs. a ‘share’) and the time-decay of that content. That meant that most recent, good weighted content with high affinity to you would show up customized in your news feed.

But ‘leasing’ to me sounds more like: “yes, but I reserve the right to show you whatever content I want from a brand”. And, as we know, Facebook, LinkedIn, and Twitter have investors to please now, they’re public companies. So, the organic reach of your posts isn’t as high as it used to be. This is reported by several marketers and it’s continuing to decay.

So, I would watch for how ads are continuing to creep into some of these social media spots and look at the decay rate of your organic reach.

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