Report: Brands waste resources on Facebook and Twitter
A recent study from Forrester suggests marketers abandon platforms with low reach and engagement, and instead turn to other social media sites and brand communities.
Forrester’s report, titled “Social Relationship Strategies That Work,” confirms that because so few people see organic (i.e. not sponsored or promoted) posts on Facebook, it’s a waste of time, money and resources. The study comes on the heels of Facebook’s latest announcement that it will start cutting reach on “overly promotional” brand posts in 2015. Forrester VP and principal analyst Nate Elliot writes in a blog post marketers couldn’t “count on much organic reach or engagement anyway” and points to an Ogilvy report which stated large brands’ Facebook posts reached only 2 percent of fans.
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