It is basically impossible for anyone running a Facebook page to reach their audience without paying Facebook for the privilege. Depending on your perspective, Facebook is either a tollbooth or an extortion racket.
Photo: Chip Somodevilla/Getty Images Earlier this month, Facebook caught flack for its decision to not fact-check political advertising. It is not the role of Facebook, according to Mark Zuckerberg, to limit the speech of politicians or candidates for political office. He’d much rather take a hands-off approach and let the voters choose. Almost immediately, politicians put that decision to the test, as when Elizabeth Warren ran ads about Zuckerberg endorsing Donald Trump .
Then why should Facebook continue letting people run political ads? “I believe that giving people a voice is important, and ads can be an important part of voice,” he said on the same call. “In the political system, if you’re a challenger candidate or an advocacy group that might not otherwise be covered by the media, ads are an important way to be able to get your message out in front of some people.
In early 2018, Facebook announced it was changing the News Feed algorithm to favor posts from friends and family over those from Pages and brands. “We’ve gotten feedback from our community that public content — posts from businesses, brands, and media — is crowding out the personal moments that lead us to connect more with each other,” the CEO wrote at the time.
In early 2018, when the algorithm change went into effect, a marketing exec explained to Digiday that “organic reach for some smaller business Facebook pages has hovered around ten percent for some time.” That means ten percent of a page’s followers would see a post on that page appear in their News Feed if the page didn’t buy sponsored posts. If you were a local candidate, you might have one of these smaller pages.
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