Publishers Looking Beyond Facebook

Building equity in someone else’s platform has never been the most secure means of operating, so it’s no surprise that some publishers are shying away from putting significant resources into developing fan bases on Facebook. Now that Facebook’s new algorithm limits a social post’s reach to 20 percent of a brand page’s audience, the cooling effect is accelerating. As digital and social media managers begin to understand the effect Facebook fans have on their brands, and what it takes to gain and retain them, many are looking other places for organic fan interaction and brand promotion. This could be the beginning of the end of the “like” era.