According to Forrester Research, brand advertising on social media sites such as Facebook and Twitter is on the decline.  Although most don’t realize it yet, their posting efforts are only reaching about 2% of their fans and followers, even as they increasingly attempt to begin social “conversations.”

And Facebook announced another another tweak to its news feed algorithm will soon make it even less likely brands’ unpaid posts will actually be seen by users.  As reported by the Wall Street Journal, Forrester Research suggests:

“As a result, marketers hoping to interact with consumers online  might be better off investing in social features that exist on their own websites, or in smaller, more niche social networks.”

And, in fact, Forrester reports in related research, Why Everything You’re Doing to Engage Fans is Wrong, that only 16% of fans prefer to stay in touch via social media.  Most actually now prefer to get their information from the company’s main website.

But an effective campaign that provides meaningful offers, coupons, and ways to save money can nevertheless be very effective on social media.  Jim Green Enterprises provides a viral campaign to energize a  business’ Facebook presence.

Related articles

• Social media marketing is not broken
• Why everything you’re doing to engage fans is wrong…in a single chart
• Facebook Organic Reach Drop May Not Affect All Pages