--- title: "Social Media Roundup: Facebook’s Destined to Break Your Heart" id: "22235" type: "post" slug: "social-media-roundup-facebooks-destined-to-break-your-heart" published_at: "2014-03-24T22:51:23+00:00" modified_at: "2026-03-16T03:48:32+00:00" url: "https://associationsnow.com/2014/03/24/social-media-roundup-facebooks-destined-to-break-your-heart/" markdown_url: "https://associationsnow.com/2014/03/24/social-media-roundup-facebooks-destined-to-break-your-heart.md" excerpt: "Facebook appears headed for a major correction in the way it does organic social reach, and that may be a rude awakening for your association. Also: a reminder that sometimes the simplest forms of engagement just work." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Business" - "engagement data" - "Facebook" - "Social Media" taxonomy_content_format: - "Article" taxonomy_role: - "C-Level" - "Director" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Social Media Roundup: Facebook’s Destined to Break Your Heart You won’t like this. You’ve invested time, energy, and maybe even some cash into your Facebook page, and it feels like all you’re getting are diminishing returns. What gives? Well, we’ll lay it out for you in today’s Social Media Roundup: ### Party’s Over > Facebook and the Zero Reach Factor [http://t.co/Ty7bESN2jL (opens in a new tab)](http://t.co/Ty7bESN2jL) > via @SocialOgilvy [#eventprofs (opens in a new tab)](https://twitter.com/hashtag/eventprofs?src=hash&ref_src=twsrc%5Etfw) > [#asae (opens in a new tab)](https://twitter.com/hashtag/asae?src=hash&ref_src=twsrc%5Etfw) > [#pcma (opens in a new tab)](https://twitter.com/hashtag/pcma?src=hash&ref_src=twsrc%5Etfw) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > > — Bear Analytics (@BearAnalytics) [March 24, 2014 (opens in a new tab)](https://twitter.com/BearAnalytics/status/448174167998074880?ref_src=twsrc%5Etfw) **Want to feel good** about your Facebook strategy? [Don’t click this link (opens in a new tab)](https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/?utm_content=bufferd5869&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer) . Behind that URL, Ogilvy’s Marshall Manson points out the ongoing decline of Facebook’s organic social reach, which he suggests is a zero-sum game, complete with a depressing chart. [But Slate‘s Will Oremus (opens in a new tab)](http://www.slate.com/blogs/future_tense/2014/03/24/facebook_brands_and_organic_reach_why_no_one_likes_your_self_promoting_posts.html) , jumping off a saltily worded post [by ValleyWag‘s Sam Biddle (opens in a new tab)](http://valleywag.gawker.com/facebook-is-about-to-make-everyone-pay-1547309811) , suggests something else might be at play here—the simple idea that people would rather hear from their friends than brands, and Facebook is adjusting accordingly. “It’s understandable that businesses feel cheated: They’ve spent years doing everything in their power to get people to like their pages, only to see their engagement dry up when Facebook changed things around,” Oremus writes. “But maybe the lesson for marketers is simpler than it seems: Facebook likes are only as valuable as the actual sentiment behind them.” *(ht @[BearAnalytics (opens in a new tab)](https://twitter.com/BearAnalytics/status/448174167998074880) )* ### Asking is a Strategy > New [#Blog (opens in a new tab)](https://twitter.com/hashtag/Blog?src=hash&ref_src=twsrc%5Etfw) > Up: [http://t.co/QTtvGldTxa (opens in a new tab)](http://t.co/QTtvGldTxa) > It Never Hurts To Ask. Engage with your members and watch renewal rates soar [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > > — Association Headquarters (@association_hq) [March 24, 2014 (opens in a new tab)](https://twitter.com/association_hq/status/448186227913936896?ref_src=twsrc%5Etfw) **Sometimes, the obvious things just work.** That’s how [Association HQ’s Jessica Keenan Smith puts a recent situation (opens in a new tab)](http://www.associationheadquarters.com/blog/mar/it-never-hurts-ask) with one of her company’s newest clients, the American Neurological Association. The strategy the firm undertook to boost up the association’s renewal rates was actually pretty modest—back in November, the company started emailing renewal reminders to members to remind them to do so. It was a low-impact engagement strategy, but it worked. “[S]imply by engaging our membership through a fairly low impact and low cost manner, we were able to increase the renewal rate before the New Year by more than 1000 percent,” she noted. Think there’s a lesson you could take to your own staff in here? *(ht @[AssociationHQ (opens in a new tab)](https://twitter.com/AssociationHQ/status/448186227913936896) )* (iStock/Thinkstock) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. 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