Protest for Facebook’s Reduced Organic Reach: Food App Eat24 Shuts Down Its Facebook Page!

Lately, there’s been a pretty intense discussion on the latest Facebook changes with the organic reach. Some understand the changes, others don’t. Some approve it, others criticise it.

The most recent protest for the reduced Facebook organic reach happened just a few days ago. Eat24, a food-ordering application has shut down its Facebook page, but previously announced it with a breakup letter and a heartbreaking post.

Interesting fact about this announcement is that it reached 22000 likes, 4000 tweets and 580 (mostly) supportive comments. So, here we’re facing these numbers and thinking: Wait, something is not right.

A brilliant sense of humour, but not so brilliant move?

What I like about Eat24 is their great sense of humour. Also, I simply love brands who dare to flirt with the famous Sex sells statement. Eat24 is one of the rare food related companies that advertises its services on a porn site and publish a pre-roll You Tube video saying “Skip this ad”. I just love it! However, I wonder if their decision on shutting down the Facebook page is smart or foolish? Especially with being so popular and having an impressive number of fans. One thing is for sure, they rise above the competition, their decision attracts interest, and love it or hate it, but this will provide a valuable word of mouth.

Who killed the mockingbird?

Eat24 has decided to pay a certain respect to the mischievous and (as they claim) disrespectful Facebook algorithm changes with this statement:

Truth be told, your actions make us feel like you don’t respect us. Maybe you think our food-related pick-up lines and sexy tater tots memes come out of nowhere, but we spend a lot of time trying to make people happy. Seriously, we dedicate at least an hour a day to finding a word that rhymes with Havarti because we want to write the first-ever cheese Sonnet. All we do is give, and all you do is take. We give you text posts, delicious food photos, coupons, restaurant recommendations… and what do you do in return? You take them and you hide them from all our friends. Maybe you steal our random musings about pork buns and claim them as your own. Guess we’ll never know.

Then there was Facebook public relation Brandon McCormick who responded in a pretty mocking tone:

This wouldn’t be so surprising if the conversation stopped there and moved to the inbox, away from the eyes of public. But Eat24 made a new step forward, hitting Facebook with a praise for competiton:

Not to hit below the belt, but we have a lot more fun when we hang out with Twitter and Instagram. They don’t have weird algorithms, which means all of our besties get to see everything we post. You might have noticed that when Ellen decided to take a selfie of beautiful people being beautiful, she did it on Twitter. And she got so many RTs, she broke it. The whole site went down. When was the last time you got that much action?

April Fools’ prank?

Yes, we did think it was! Actually, after Brandon McCormick’s reply we were pretty sure it was the prank. His unprofessional reply wrapped in a disrespectful mocking tone makes you think Facebook doesn’t care much about who they hire to such important positions. Yes, you read it well: he is the Director of Communications!

Anyway, there are probably some of you feel overjoyed, thinking „There you go Facebook, right to your face!“

And while we recover from the communication style by the Director of Communications, there is still a bitter taste in our mouths caused by the ongoing (and seems like neverending) reduced organic reach. Before getting depressed or pissed, let’s take a look at the bright side: No one has taken your organic ideas yet, neither your organic creativity. It’s still there and it should be as shiny and lively as it was. Keep it and keep going. Don’t let Facebook get to you, we are sure you’re doing a wonderful job. The ones who are not, you have two options: Get away from Facebook or go see Brandon McCormick. 🙂