Jesse Eisenberg in "The Social Network"
Jesse Eisenberg in "The Social Network"

As recently as last summer I thought that a filmmaker could do a good job with social media only using Facebook. I’m not saying that anymore.

Back then, the crux of my argument came from my supposition that most independent filmmakers’ time was very limited. If they had time to do Twitter, Instagram , Tumblr, etc., that would be great, but I knew what was involved in making a film and I knew that a lot of people were doing DIY distribution. Facebook was bigger than all other social networks combined. Facebook offered unique advantages like cheap advertising. Facebook took very little time compared to the others.

So I told filmmakers and other artists: “Learn how to use Facebook!”

That was then.

Post-IPO, and particularly since September, Facebook has been monkeying around with the Edgerank computer algorithm that controls everything on the network. Nearly everyone has reported that less of their posts are getting seen and they need to pay for “promoted posts” to get them seen. If you have a Facebook page for your film, you know what I’m talking about. If you don’t, check out this New York Times article by Nick Bilton to see what I’m talking about. Facebook denies that they have changed their algorithm so everybody has to pay for what they used to get for free, but they don’t deny that they are changing Edgerank.

Read the rest of this article here.