Facebook moves to defuse algorithm row

Christian Hernandez, director of platform partnerships at Facebook EMEA
Christian Hernandez, director of platform partnerships at Facebook EMEA

Facebook has denied accusations that it changed its algorithm to reduce the reach of organic posts and force brands into additional investment in media.

Christian Hernandez, UK and pan-European director at Facebook, told Marketing that he wanted to make ‘clear’ that the ‘monetisation component was not the driver of the algorithm but, actually, the user experience and the engagement rates’.

One industry source claimed the natural reach of posts it made on behalf of a brand with one of the biggest Facebook followings in the UK has dropped from 15% to 5% after the change to the EdgeRank algorithm.

A statement from Facebook argued that ‘the way News Feed surfaces posts has not changed: show people relevant content. The median reach of pages has remained the same and spam complaints and stories hidden by users have fallen significantly’.

Facebook is also rolling out changes to its News Feed to make it akin to a ‘personal newspaper’ and, although Hernandez said he ‘doesn’t know’ whether that will mean brands have to spend more on media to get the same level of visibility, the changes are not for ‘a commercial reason’.

The social network is also seeking to move beyond offering a ‘social digital display advertising’ platform by incorporating brand data with its own social data.

Hernandez explained that a brand such as Tesco could combine Clubcard data with information from its Facebook page to identify its most profitable customers, which will allow it to offer ‘performance, acquisition, customer insight and retention tools’.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral