When Is A Company Facebook Post Not An Ad?

The social network announced that starting in January, it would change the rankings of some posts made by marketers, such as pitches to install a new mobile app or tune into a TV show, to reduce the number that appear in the news feeds of its 1.35 billion global users. That is likely to mean that fewer fans of a retailer will see its notice about a big sale and fewer fans of a video game company will see a post promoting its latest app. Even posts from big advertisers that spend millions of dollars on Facebook ads will vanish from the news feeds of their fans unless they turn them into ads. “It’s a clear message to brands: If you want to sound like an advertiser, buy an ad,” said Rebecca Lieb, a digital advertising and media analyst at the Altimeter Group... But Jordan Bitterman, chief strategy officer for North America at Mindshare, a digital advertising agency that is part of WPP, said Facebook continually made it more difficult for marketers to use its platform effectively, especially for content beyond traditional ads. “Facebook is basically saying that their algorithm will be the arbiter of what’s promotion and what’s not promotion,” Mr. Bitterman said. source: NYTimes.com

When is a company's Facebook post not an ad? - CNET: "... Some of those who represent advertisers are unhappy with Facebook's new stance. Jordan Bitterman, chief strategy officer of media company Mindshare, sniffed to the Times: "Facebook is basically saying that their algorithm will be the arbiter of what's promotion and what's not promotion." But isn't it all promotion? Facebook is merely choosing which promotions it likes and which it doesn't. You see, companies are just like people. After all, aren't we all on Facebook to advertise ourselves too?"

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