Facebook dropped the bomb on digital ad agencies everywhere last week. The company announced that they’d be tinkering with their super-secret algorithm, giving unpaid promotional posts even less of a presence in users’ respective news feeds. "So what," may be what you're thinking. Well, here's why this is BIG news....
Digital ad agencies started to cramp the space of the PR and marketing world. Ad agencies were approaching clients, offer big social media "bang" for the buck. Essentially, one good spend $500 a month with a digital agency and see the same results- social media wise- as they would spending $2k with a marketing / pr firm to do the same thing. The problem is the marketing / pr firms write better, write more, and have different connections to provide a multi-use platform for the content. Clients, however, often don't value relationships as they do when it comes to immediate ROI.
Facebook essentially is helping the publicity and marketing firms by requiring boosted posts from essential sources and changing feeds and pricing so that digital ad agencies couldn't broker the space from Facebook- only a true PR or marketing firm would be able to boost posts (or the clients themselves) from the inside of a campaign and out.
So, as we head into this week- consider your social media posts and what value your clients may see in your ability to now navigate the waters on their behalf.
Until tomorrow,
Velma Trayham
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