The past week, there have been numerous articles commenting about a study from Applum (withapplum.com) that states according to their EdgeRank Checker application, that if you administer content using a third-party app, like I do with HootSuite, your customer engagement can be as much as 70% less.

They state that after combing through 50,000 pages, the company found that those using third-party APIs experienced a less than one percent level of engagement. Apparently, Facebook purposely weights the content from third-party apps lower and displays only one of possibly multiple messages in news streams.  Basically, Facebook values content created in Facebook.

For those of us working with multiple clients, using a third-party app to post content keeps the workflow organized and offers the benefits of analytic tools.  It would be quite time consuming to log-in to all the Facebook accounts and post content 3-4 times a day.  Yet, if this study is true social media workflows will have to adjust accordingly to assure customer engagement with content posted.

Thoughts?

Edgerank Study: https://edgerankchecker.com/blog/