The days of free reach and organic impressions on Facebook are coming to a close. It's something we've seen happening for quite some time. But, what can brands do about it? How should they adapt?

1. THE
CHANGING
LANDSCAPE
OF REACHING
AUDIENCES
ON
FACEBOOK
RENT
OR
OWN?

2. WHEN WE TALKED WITH
BRANDS ABOUT SOCIAL IN
2014, ONE THING CAME UP
MORE OFTEN THAN ALL THE
OTHERS – SOMETHING MORE
IMPORTANT TO SOCIAL
ADVERTISING THAN
ANYTHING ELSE OUT THERE…

3. RISING
ABOVE THE
NOISE TAKES
MONEY

4. AND THAT‟S BECOMING THE
CASE MORE AND MORE EVERY
DAY…

5. Σ u w de e e
Rank
=
IN THE BEGINNING… THERE
WAS EDGERANK

6. BRANDS, LOOKING FOR “FREE”
ADVERTISING AND
MARKETING MADE IT THEIR
BUSINESS TO TRY AND LEARN
HOW TO “HACK” EDGERANK

7. AS THE AMOUNT OF CONTENT ON
FACEBOOK GREW AND GREW,
THEY STARTED TWEAKING WHAT
THEY NOW CALL “THE
ALGORITHM”

8. BRANDS SHOULD APPROACH
FACEBOOK IN 2014 EXPECTING
ZERO ORGANIC REACH

9. VIRAL ISN‟T A MARKETING
STRATEGY…

10. SOCIAL IS STILL A CROSS-
DISCIPLINE ENDEAVOR, BUT
THAT MEANS ALIGNING
GOALS WITH TEAMS

11. IT ALSO MEANS
LOOKING AT
SHIFTING SOCIAL
AD BUDGETS
20%
CONTENT

12. 80%
PAID
MEDIA
IT ALSO MEANS
LOOKING AT
SHIFTING SOCIAL
AD BUDGETS

13. THAT DOESN‟T MEAN CONTENT
ISN‟T IMPORANT.
IN FACT IT‟S MORE IMPORTANT
BRAND ADS ARE COMPETING AGAINST MORE-RELEVANT, MORE
ENGAGING CONTENT FROM FRIENDS, NEWS SOURCES, AND OTHER
BRANDS.
THEY NEED TO STAND OUT.

14. „ANIMALS‟ IS THE NEW LEISURE
SECTION
- @jonsteinberg (President and COO, BuzzFeed)

15. IT‟S TIME WE STARTED
LOOKING AT SOCIAL (AND ALL
DIGITAL) IN TERMS OF