Charity Engine, a U.K. cloud computing startup that donates a portion of its revenues to non-profit causes, has called Facebook a “scam” that is “allowing click-fraud on a massive scale,” and has vowed not to use the social network any more.
The company has had a longtime beef with Facebook over the way Facebook allows — or doesn’t allow — a company with an official Facebook Page to talk to its followers and fans.
Facebook uses an algorithm known as Edgerank, which restricts any given Page post so that only about 15 percent of a Page’s fans actually get to see it. Only if the post gets a high level of engagement from fans will all followers see it; otherwise Facebook requires that Page owners pay to promote posts. The intention is to reduce boring spam posts from companies, and to force companies to only post material that is genuinely interesting to users.
Facebook declined comment. Here’s Charity Engine’s post: