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Is Facebook a waste of time for businesses?

Facebook recently released a series of changes to its algorithm and as a result brands are suffering an average decline of 44% in customer reach. As Facebook’s organic reach nose-dives, this makes it less useful or more time consuming for hotels to engage with guests.

Is Facebook a waste of time for businesses?

An estimated one out of every 15,000 users actually responds to posts. So why are you bothering with this social media channel?

In August Facebook acknowledged that each user has, on average, 1,500 potential stories to view each time they log in. Now, the latest algorithm changes will prioritise just 300 posts per user.

This algorithm is determined by three factors:

  • Affinity, meaning how much a user interacts with a page
  • Weight, how valuable a post type is and
  • Decay, or how long a post has been online

Facebook’s goal is to deliver content that users care to read and reduce what may be deemed as ‘spammy’ or unrelatable. As a result, brand pages now reach less than 3% of Facebook users.

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