Study: Auto-Posting to Facebook Decreases Likes and Comments by 70%


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Cracking Facebook can be tricky. It’s tempting to use a third party application to post to Facebook but this study counsels against this idea.

Facebook Pages that automatically publish content to the news feed through third-party apps such as HootSuite, TweetDeck, and Networked Blogs receive an average of 70% fewer Likes and comments on their posts per fan, according to a new study by Applum, developer of Page tool EdgeRank Checker.

The study says the difference is likely due to Facebook reducing the prominence of posts published by third-party APIs, and Facebook collapsing updates from the same API from across a user’s friends and Liked Pages.

As Likes and comments increase a post’s prominence in the news feed — thereby driving more impressions and clicks — all Pages using auto-posting apps should look to switch to manual posting if possible.

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