By: Galen Sanford
How EdgeRank Bucked the Brands
In December 2013, the Facebook community blew a gasket. Facebook changed EdgeRank and Organic Reach plummeted. Fans didn’t see as much content from Pages, so brands felt they had to pay to promote posts. Many pundits claimed Facebook was conspiring to sell more ads. *GASP*
But the protest missed the point. Facebook didn’t arbitrarily cap EdgeRank. They merely nuanced the algorithm. Certain brand content, which previously passed through the gauntlet of 100,000ish factors – including competing with fans’ friends – didn’t survive anymore. Brands needed to improve their Facebook strategies.