I’ve received a few emails and noticed some posts today about this report of an EdgeRank Checker study claiming that using a third-party API like that of HootSuite to update Facebook decreases engagement per fan. The study claims that Facebook status updates posted with HootSuite, Seesmic, Tweetdeck and other social media management clients are punished by Facebook’s EdgeRank.
There’s some logic behind the study results. Facebook wants pageviews and uniques. Of course they’re going to do everything they can to encourage use of Facebook.com, m.facebook.com and the Facebook mobile app instead of third-party apps.
But the conclusions reached from the survey are flawed. Companies and organizations don’t fail to engage audiences on Facebook because of a third-party API. Generally, they fail to engage Facebook audiences because they don’t follow Facebook best practices, they don’t have a social media plan or they don’t have a workflow set up to maximize engagement.
Here’s where the conclusions taken from the study results are incorrect or suspect:
Worth a read if you use third party services to schedule content on Facebook pages (we use Hootsuite).
Posted on Tuesday, September 6th 2011
Reblogged from ianhillmedia