Another Agency Claims Facebook Algorithm Changes

Reach drops but negligible performance impact

The social sky is falling. Claims have been popping up over the last couple weeks that Facebook has changed its EdgeRank algorithm, which determines what content shows up in users’ News Feeds, to the detriment of advertisers.

Social@Ogilvy vp of digital strategy Geoffrey Colon kicked things off on September 25 when he posted that Facebook had announced changes to EdgeRank that would reduce the reach of brands’ organic page posts. Jeff Doak, social platform director at WPP’s Team Detroit, followed with his own blog post last week, writing that he uncovered an unspecified number of pages had seen their reach drop 45 percent on average since September 21.

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