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many marketers and Facebook page admins are reporting that they’re seeing an extreme drop in organic reach — as much as 44 percent in some cases — and it has been going on for months.

Komfo, a social marketing firm, studied fan penetration among 5,000 Facebook pages of various sizes from August through November with the following findings: 42% decrease in fan penetration 31% increase in viral amplification 28% increase in clickthrough rate (CTR)

In a study of 689 posts of 21 large brand pages found that in the week of Facebook’s announcement, organic reach dipped an average of 44 percent. Tobin pointed out that the previously accepted reach percentage of 16 percent can now be as low as 3 percent.

Report Highlights Overview of needs, market definitions, overview of brands, agencies, and software providers. Three framework graphics ideal for powerpoint:  Converged Media venn, use case workflow, criteria checklist. Checklist of 11 criteria required for converged media success. Four real world case studies bringing this concept to life from four leading brands. Pragmatic recommendations for marketing leaders for internal needs, agency strategy, and vendor deployment. Vendor showcase of ten technology providers who are seeking to solve this opportunity.

Seeking questions ask for product-specific use cases, and look for facts rather than opinions. “Does this hotel offer free wifi?”

Our study found that most questions asked in automotive (81%), travel (79%), and consumer electronics (79%) were seeking questions.

Samsung reps answer shopper questions on retailer sites under the moniker “Mr. Samsung,” and find that questions reveal large gaps in product information: 91% of the content they provide in answers is not already on the site.

Problem number one: Building a relevant and engaged audience on Snapchat is difficult, compared to other social networks.

Issue number two: Snapchat has its own vibe. It may be difficult for many companies to achieve Snapchat credibility without some help from the cool kids.

the third issue is, the challenge of creating continuous, credible, snap-worthy content that disappears can be significant.

As might be expected in a difficult economy, lead generation topped all digital budget categories with almost 27% followed by display/banner at just under 20% and search at almost 19%.   As to what is driving digital media investments in 2012, audience composition, ROI and measurement capabilities, audience reach, and data targeting were selected by more than three-quarters of the respondents.By a wide margin, click through rate is the most important factor in campaign success with cost-per-engagement and interaction rate almost equal in importance.

Content marketing, which includes white papers, case studies, videos, custom websites, video and white papers, is among tech marketers’ top five spending priorities for 2012.  Led by collateral at 71%, followed by webcasts/virtual events at 61%, videos at 59%, research at 55%, and articles/features at 54%, marketers are investing in a wide variety of content marketing or custom programs.  Agencies are much mo

s for social media, YouTube and Facebook lead all platforms with LinkedIn, Google+ and Twitter not as popular. Among BtoB respondents, 53% found social extremely/very valuable for finding relevant technology content on the Web, which is double the 2010 figure.  Not surprisingly, 18- to 34-year-olds are most active with social media.  According to all users in the IDG survey, 60% rely most on tech sites, 46% peers or colleagues, and 43% independent tech journalists/bloggers.

Most of your content is getting lost in the shuffle. Recycle it! Let the customer’s social activity tell you what they prefer. Engagement in social is good, but not if that’s all you get. Some top brands have made the transition to acting like publishers with dedicated internal and external teams cranking out content.

Top tactics used by savvy publishing brands are: Storytelling – high quality engaging content on an going basis Infographic Creation – relevant lists and how to’s Visual Content Marketing – compelling visuals eBook Creation – great for lead generation eMailer Personalization – targeting with relevance and being the information / education source Content Curation within an Industry – keep people coming to you because you find what’s hot and important to your customers, making it easy for them to keep current Webinars / Pod Casts / Google Hangouts – establishes authority Slide Share Presos – extends your corporate social graph and thought leadership Case Studies – SEO value and high share currency Videos to Motion Infographics – video is growing

Brands have a need for smart content routing and unique displays which enable them to maximize customer engagement and experience at every touch point, increasing site participation, and garnering higher social share just begs to get fracked.

By 2014, “Facebook the big news machine” was in full swing with Trending, hashtags and news outlets pouring resources into growing their Pages. Emphasizing the “news” in News Feed retrained users to wait for the big world-changing headlines to come to them rather than crisscrossing the home pages of various publishers. Many don’t even click-through, getting the gist of the news just from the headline and preview blurb. Advertisers followed the eyeballs, moving their spend from the publisher sites to Facebook.

In 2015, Facebook realized users hated waiting for slow mobile websites to load, so it launched Instant Articles to host publisher content within its own app. Instant Articles trained users not to even visit news sites when they clicked their links, instead only having the patience for a fast-loading native page stripped of the publisher’s identity and many of their recirculation and monetization opportunities. Advertisers followed, as publishers allowed Facebook to sell the ads on Instant Articles for them and thereby surrendered their advertiser relationships at the same time as their reader relationships.

This is how Facebook turns publishers into ghostwriters, a problem I blew the whistle on in 2015. Publishers are pitted against each other as they make interchangeable “dumb content” for Facebook’s “smart pipes.”