After the shake up that Facebook gave many brands with the announcement of a change in the content prioritization rules, companies who wanted to survive successfully on the platform had to rethink their strategies. A study by Simply Measured analyzed the actions of the main 100 brands around the world to prevent their organic growth to drop in the social network, proving that the platform is still valid as a powerful marketing tool. In the last quarter of 2014, when Facebook implemented a measure to sincere the count of likes and eliminate fans with false accounts, companies experienced a decrease in the number of members of their digital communities. In total, they lost 3% of their fans.At the same time, the brands that were analyzed reduced their number of posts: 12% less in the first quarter of 2015, with respect to the frequency of contents uploaded on the social network in the same period in 2014. However, it is noteworthy that the commitment, measured by likes or the times fans share contents, remained in balance and even increased (43%). And also, they remained constant in the posting of pictures and fun videos in Facebook, as a complement to their most important campaigns. The findings of the research aim at increasingly demanding Facebook users, which is why the challenge for companies will be to manage to really interpret their interests and preferences in order to catch their attention.
Diario de Hoy
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