Nate Elliott, the Forrester analyst who wrote a controversial report recommending that advertisers “don’t dedicate a paid ad budget for Facebook” last October, has struck again.
This time, he says in a new blog post, a recent change Facebook made to reduce the “organic reach” of advertisers’ posts — the percentage of their fans who see them — makes advertising on the social network no longer worth it:
Is there any doubt now that Facebook has abandoned social marketing, and that its paid ad products aren’t delivering results for most marketers?
Research by the ad agency Ogilvy shows that brand pages reach just 6% of their fans. Pages with more than 500,000 fans reach only 2% of them. …
