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Facebook’s changes have created huge blowback from serious users who spent time and money growing fan bases. We explain what is going on in this issue of Future of Engagement:

Video Highlights:
  • Brand engagement on Facebook is up
  • Users have to pay to reach their own fans
  • How to increase engagement with or without buying it

You will either need to get your fans interacting more so that Facebook’s EdgeRank algorithm will share your content more effectively, or you will have to pay for promoted posts. The larger the number of fans you have, the more it will cost you to reach them – thanks to the Facebook EdgeRank algorithm.

Gail Gardner published a comprehensive post yesterday that explains the controversy, what promoted posts are, and how EdgeRank works. If you want to really dig into this topic, we recommend reading Facebook Users Outraged Over New Extortion Model.

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