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Eat24 writes a breakup letter to Facebook over algorithm changes

Eat24 has issues a letter to Facebook 'breaking up' with the social network
Eat24 has issues a letter to Facebook 'breaking up' with the social network

As of 11:59 p.m. today, Facebook will have one less business on the social network. Eat 24, a food delivery company, made the declaration that they’d be leaving Facebook in a ‘break-up letter’ blog post.

The letter, only one numerical headline (10 reasons why we’re breaking up with Facebook) short of being a BuzzFeed post, featured snarky reaction gifs and photos of pizza. Silliness aside, the breakup letter fired shots at Facebook for being untrustworthy and following an algorithm that makes it hard for businesses to reach their followers.

The newest algorithm change, which has changed to focus on news as well as sponsored posts, was what sent the company over the edge.

As the letter states to Facebook, “It really seems like you’ve lost your way and have become nothing more than an ad platform.”

The blog’s author notes that they had tried out suggested posts. The desired effect took place, however some of their followers were international. In this case, the U.S.-only business was concerned that their followers in Bangladesh would be a little miffed when they posted photos of food they could never deliver.

In the end, essentially the letter said that in its current state, Facebook has nothing to offer Eat24.

And in a response, Facebook’s Brandon McCormick basically said, “That’s too bad. Bye” McCormick opened his response in a similarly-fashion letter format: “I was bummed to read your letter. The world is so much more complicated than when we first met – it has changed. And we used to love your jokes about tacquitos and 420 but now they don’t seem so funny.”

He seems to be referencing the fact that Facebook wants to focus on the real world issues in, like international affairs, crimes and serious news. However, he follows it up with, “ of my best friends just had a baby and another one just took the best photo of his homemade cupcakes and what we have come to realize is people care about those things more than sushi porn….”

While this does address the fact that Facebook’s algorithm changes frequently, it doesn’t touch on any of the specifics of the issue or offer any solution for Eat24.

While it’s nice that someone from Facebook took the time to respond, it might have been better to ignore the issue altogether if they weren’t going to contribute to the situation in some way.

The breakup letter notes that it will stick to social networks without algorithms for reaching and connecting with their audiences. Perhaps this trend might catch as as small businesses continue to be spurned from Facebook as it attempts to become a “newspaper.”

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