The tool you’re using could be hurting your company’s success on Facebook.
A recent study by EdgeRank Checker (a tool that helps measures the all important EdgeRank value) showed a precipitous drop-off when posting to your Facebook page using third party apps such as HootSuite and TweetDeck. Studying over 1 million updates from over 50,000 pages, they found that using third party tools decreases your likelihood of engagement per fan by about 80%.
EdgeRank Checker came up with four theories on the cause of the huge drop in engagement:
- Facebook penalizes third party API’s EdgeRank
- Facebook collapses multiple third party API updates into one post (see example)
- Third party updates have a high chance of being scheduled and/or automated
- Content is not optimized specifically for Facebook.
So which of these creates the negative results?