We are entering the end of the like era. There was a time, not long ago, when all industries, including publishing, wondered how to turbocharge their growth via Facebook. But as the plunging fortunes of Zynga show, that’s a dangerous proposition. Many publishers are realizing Facebook won’t offer much salvation. Sure, it still drives plenty of traffic, but those numbers aren’t growing as fast — and in some cases, they’re going in reverse. That means publishers aren’t pushing readers to “like them on Facebook” as much as they used to. After all, only 16 percent of a publisher’s fans organically see a page post. Given a choice, a publisher would much rather have someone sign up for an email newsletter or even follow it on Twitter.
Tuesday, February 5, 2013
Publishers Cool On Facebook
http://www.digiday.com/publishers/publishers-cool-on-facebook/
We are entering the end of the like era. There was a time, not long ago, when all industries, including publishing, wondered how to turbocharge their growth via Facebook. But as the plunging fortunes of Zynga show, that’s a dangerous proposition. Many publishers are realizing Facebook won’t offer much salvation. Sure, it still drives plenty of traffic, but those numbers aren’t growing as fast — and in some cases, they’re going in reverse. That means publishers aren’t pushing readers to “like them on Facebook” as much as they used to. After all, only 16 percent of a publisher’s fans organically see a page post. Given a choice, a publisher would much rather have someone sign up for an email newsletter or even follow it on Twitter.
We are entering the end of the like era. There was a time, not long ago, when all industries, including publishing, wondered how to turbocharge their growth via Facebook. But as the plunging fortunes of Zynga show, that’s a dangerous proposition. Many publishers are realizing Facebook won’t offer much salvation. Sure, it still drives plenty of traffic, but those numbers aren’t growing as fast — and in some cases, they’re going in reverse. That means publishers aren’t pushing readers to “like them on Facebook” as much as they used to. After all, only 16 percent of a publisher’s fans organically see a page post. Given a choice, a publisher would much rather have someone sign up for an email newsletter or even follow it on Twitter.
