Back in 2014, Eat24 made a lot of headlines when it publicly "broke up" with Facebook. In response to the decline in organic reach that the page (and many others) were facing at the time (causing Pages to have to pay for reach), Eat24, which had 70,000 Facebook fans, opted to leave the social network.
While essentially, it was just a story about one company quitting Facebook, it captured the marketing world's attention because it represented the growing frustration among many, many businesses on Facebook. Granted, they didn't shut down the page. They just stopped posting.
About a year ago, Yelp announced that it had bought Eat24 for $134 million. I questioned at the time whether Yelp would allow the brand to remain off of Facebook, which continues to be such an important place to have an Internet presence. So far, the newest post on the Eat24 Page is still the breakup letter. that may soon change, however.
A few minutes ago, I got this notification out of the blue:
What is a Page that has broken up with Facebook doing messing around with name changes?
Yep, it looks like Yelp Eat24 is now on Facebook. There still aren't any new posts, but the Page's cover photo does feature the Yelp branding.
While the breakup cost the page some fans, it does still have over 67,000. While it's hard to say for sure, I'm guessing that these fans will soon have some new content to digest. But will Yelp fork out the money to increase post reach?
The Eat24 site currently does not have a link to its Facebook page. Right now it only shows Twitter and Instagram.