Over the past 12 months, marketers have been complaining for some time that brands have to pay for adverts on social media sites such as Facebook if they want to engage with their target audience. There has also been some dispute over Twitter as it has stated it may become a so called 'pay to play' network for marketers. This means that users will no longer see tweets in a continuous time line feed, but will instead see the tweets that Twitter feel are the most important. This will help Twitter gain more revenue ad as brands will only be advertised according the the amount of money they pay the social networking site by advertising on them.
- Based on a survey of 395 marketers, Forrester found that Facebook creates less business value than any other digital marketing opportunity.
- “Everyone who clicks the like button on a brand’s Facebook page volunteers to receive that brand’s messages – but on average, you only show each brand’s posts to 16% of its fans.”
- Separate data published by Ogilvy in March this year showed that organic reach on brand pages had plummeted to just 6%, a sharp fall from 12% in October 2013. The situation is even bleaker for pages with fewer than 500 fans, as they saw organic reach fall from an already low 4% to just 2.1%
- On average, tweets only reach around 10% of followers as they are quickly drowned out by other posts, according to data pulled from Twitter’s new analytics platform.
In my opinion, the social media industry is trying to make as much revenue as possible through advertisements because they have seen Google do it and become even more successful. Therefore by hoping for the same success, Twitter are debating whether to introduce the 'pay to play' scheme. However it is unfair to Twitter users as Twitter will decide what feed they regard as 'important' and will post that on people's time lines.
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