Editor's note: After noticing some weird numbers on or Facebook reach, we asked Steve Elsharawy from EzyInsights to give us some insight on how brands should look at Facebook publishing.
Recently an AdAge article warned: “It’s going to be harder and harder for many businesses to reach fans on Facebook without paying for ads.”
This may read like a recent, even alarming development but actually this is simply a reflection of the natural growth and maturation of Facebook as a platform both for users and for marketing. As brands ramp up their content output on Facebook, the number of posts continues to rise - all fighting for your attention.
What's important in your social media strategy, likes, or actual engagement? That's the question EzyInsights claims they have the answer to as they start pushing their social media analytics tool out on the market.
"Too many companies focusing on just likes, measuring their Social Media by just how many fans they have," says Duane Atkins, the Kiwi CEO behind Helsinki-based EzyInsights. "If a company buys a bunch a likes it costs nothing, and management thinks they're doing something, but that's worthless."