Using Third Party Apps Could Have Negative Impact on Facebook Success

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?

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