AdWeek reports that Facebook plans to cut organic Page reach to between 1-2% in the near future.
Of course this means that 1-2 fans out of every 100 will see any given post, and the other 99% percent will either be oblivious to the content unless businesses pay to play on the platform.
For businesses and social marketing managers that relied on some degree of organic reach to perpetuate their brand presence this is decidedly not bueno.
The hard decisions for profitability
Since Facebook has become a publicly traded company, they’ve made a series of very unpopular decisions including squeezing reach for personal posts as well as for brand posts and huge changes to their advertising ranging from promoted personal posts to full screen video ads.
Consider also that Facebook is now profitable. One publicly traded social network isn’t: Twitter. If you’re a fan of Twitter, you may not like where this is heading. If Twitter is taking cues from the Facebook playbook, the user experience of Twitter is going to have to change pretty substantially. It already has, between Twitter cards and the soon-to-be-unveiled page redesign that looks a heck of a lot like Facebook.
A not insignificant Facebook development
You may have missed that Facebook is doing away with Facebook email addresses. This is kind of a big deal since @facebook email obscured a user’s actual email address. For the smaller businesses that had the foresight to use a personal Facebook account rather than a Facebook Page, they have a more reliable means to get in touch with their fans.
For everyone else…. Facebook is now overtly pay-to-play.