28 Feb '14, 10pm

To Be Clear: Do Not Build Your Brand House On Land You Don’t Own via @johnbattelle

One point of frustration is Facebook’s ongoing squeezing of traffic to organic brand content. A digital agency exec described a recent meeting with Facebook that turned contentious. In what was meant to be a routine meeting, the exec said the Facebook rep told him the brands the agency works with would now have to pay Facebook for the same amount of reach they once enjoyed automatically. That position and Facebook’s perceived attitude have led to some disillusionment on Madison Avenue, where many bought into the dream peddled by Facebook that brands could set up shop on the platform as “publishers” and amass big audiences on their own…. …The cruel irony in all of this is that brands themselves greatly helped Facebook by giving it free advertising in their TV commercials and sites, urging their customers to “like” the brand — and paying Facebook to pile up likes. Facebook h...

Full article: http://battellemedia.com/archives/2014/02/to-be-clear-do-...

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