Latest Facebook News - From January 2015, Facebook to ensure brands pay for posts
“Typically, smaller ecommerce players and startups were depending heavily on organic and unpaid posts and this move will affect them,” says Rajesh Bhatia, senior vice-president, digital strategy for Cheil India, a social media agency that manages the presence of companies such as Samsung and Dettol.
This change will push brands to create much more engaging content rather than marketing on social media. It may not change their budgets or ad spends for Facebook but increase the amount of time employed in production and creation to create viral content. JW Marriott in Mumbai will advertise on Facebook but it can’t ignore its 60,000 followers on the site.
“We create content around quizzes to engage fans but now that promoted posts will become the only way to reach out, we will have no choice but to embrace the change and re-strategise the way we push content,” says Pracheta Morarji, marketing communications manager at the hotel. There are still some questions over the policy change.
“Companies have spent lakhs acquiring fans organically. Ads on social media are not as absorbent as traditional media and by blocking naturally pushed posts, it is questioning fundamentals of social media by prohibiting brands from connecting with people,” says Anusha Shetty, CEO of social agency Autumn Worldwide.