Mark Cuban, multi-billionaire and owner of the NBA’s Dallas Mavericks, is upset with Facebook for filtering up to 85% of all content posted by brands’ pages. Facebook encourages brands to pay additional funds (in Cuban’s case, up to $5,000) in order to reach more fans.
Cuban offered the following comments, deriding Facebook for requiring brands to pay for decent exposure:
“Facebook has never allowed 100% reach. I think the disconnect is that not everyone realized that they didn’t allow 100% reach. I bet if you asked anyone who has subscribers if their posts reached 100% of their subscribers, they would say yes unless they have seen the dollar box for promoted posts show up.
“I think the same applies to brands as well. Remember most brands don’t have social media departments. They rely on common sense. If someone likes your brand, it seems like common sense to me that you can expect your posts to reach 100% of those that like your brand. Doesn’t it to you?”
Facebook doesn’t hide this fact: “You get anywhere from 15 percent to 20 percent of your fans, that you reach organically,” stated Gokul Rajaram, Facebook’s head of advertising, in a recent interview. “In order to reach the remaining 80 to 85%, sponsoring posts is important.”
Perhaps Cuban will start investing more in text message marketing. SMS marketing’s 97% open rate looks even better compared to Facebook’s dismal 15%.