Our most viral post ever went out last week. This is it:
Click for full size image
Great job students! Taco Bell’s Waffle Taco is the most shared and viewed thing we’ve ever posted.
What’s really interesting though is a complete by-product of this event. When we went back to look at the number of views we had, formerly known as “reach”, Facebook changed the text to “This post was served to…”
The post was served. Interesting…What does it mean to serve? Let’s ask the google.
We all know that Facebook is squashing the organic reach of pages like the one we run for the CEI (like us on facebook!
) but now the conversation is turning from reach to service. See how the tone changes. We used to see this as happenstance, that “my post only reached a small percentage of my likes.” But now the discourse is completely altered to a deliberate sharing of your posts. Facebook will be happy to serve your posts to users. And if you want them to serve more users, you have to pay up. This new positioning has a great effect on the perceived relationship you have with your page, and the one your page has with Facebook. Don’t forget who’s in charge…
The social media marketer in me weeps at this new paradigm.
The entrepreneur in me applauds Facebook for enhancing it’s business model. For us it means the free rides are just about over. For them it means more money in the bank.