Opinions

How Brands Can Win with Facebook’s New Algorithm

Posted by Rob Fuggetta on December 17th, 2013 at 1:09 pm

Facebook’s news feed algorithm change does not favor brands.

People want to see more relevant news and what their friends have to say about it, according to Facebook’s News Feed FYI.

According to a report by Ignite, in the week since December 1, organic reach and organic reach percentage have each declined by 44% on average, with some pages seeing declines as high as 88%.

Many digital marketers are shouting from the rooftops “If we can’t even reach those who like our page and engage, what’s the point?”

You do not have to pay, or give up hope. Just because Facebook’s algorithm has changed, doesn’t mean your content and messages are, you just have to leverage your brand advocates.

Brand advocates are people who highly recommend brands and products without being paid to do so. Brand advocates are a company’s most engaged, loyal and valuable customers—a volunteer sales and marketing force.

Advocates' recommendations are the number one influencer of purchase decisions and brand perceptions in nearly every product category from smartphones to software, hotels to housewares, cars to computers, and financial services to memberships.

In a recent Zuberance survey, 89% of Advocates said their friends buy or consider purchasing the products and services they recommend. Many consumers and business buyers ignore, skip, and TiVo out ads, but when advocates recommend something, consumers will go out of their way to buy it.

Brand Advocate receives email:


Brand Advocate shares offer:


Brand Advocate's Friends See Your Brand in their News feed:


Sharing an offer is one of many ways for brands to get noticed and to stay relevant. Fueling Advocates with the content you want shared is key—their friends will see it, consume it and probably act on it.

Companies that systematically identify and energize Brand Advocates are getting at least a 10X ROI in media and sales value, shown by our analysis of the Zuberance-powered advocacy program. In other words, for every $1 a company invests in energizing Advocates, the company gets $10 in positive WOM impressions and sales. This 10X "Return on Advocacy" is significantly higher than the return that marketers get from paid search campaigns on Google and other marketing approaches.

Brand Advocates are motivated by good experiences and a desire to help others. Brands that work with Zuberance have never paid or provided an incentive to a single Advocate for their recommendation.

Identifying, energizing and tracking Brand Advocates' activity is easy, assuming you have a Brand Advocate Platform, and it's what we do at Zuberance.

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