Market Overview

Parta Dialogue Counters WPP and Ogilvy's Stance on Facebook's New Edgerank Algorithm


MONTREAL, QUEBEC and TORONTO, ONTARIO and MEXICO, MEXICO and PARIS, FRANCE--(Marketwire - Oct. 24, 2012) - Parta Dialogue (TSX VENTURE:PAD) ("PARTA" or the "Company"), experts in Social Campaign Optimization and Social Learning, issues comments from Tom Liacas, its Chief Social Media Strategist, on the widely reported changes to Facebook's Edgerank algorithm, that has global advertising giants up in arms.

This past September, Facebook made adjustments to its Edgerank algorithm, the mechanism that determines how often and how prominently content from different sources appears on a given user's wall. Given the fact that some global brands have spent millions buying 'likes' for their Facebook Pages and that the new changes in Edgerank dramatically affect the reach of branded content, they have been publicly decried by advertising execs, notably those at Ogilvy and WPP.

Tom Liacas, Chief Strategist of Parta Dialogue's #engagementlabs division, welcomes the changes. "At #engagementlabs, we have always maintained that the best ROI from social media efforts is achieved when money is put on engagement strategy rather than paid audience acquisition. Social media is a conversational medium so it is only natural that Facebook seeks to further reward content that generates interactions between users and give less reach to promotional messaging," states Liacas.

Liacas points to results obtained from Parta Dialogue's eValue(TM) Social Media ROI Suite, a software as a service tool currently measuring the performance of over 20,000 corporate Facebook accounts. "Time and again, results show that a smaller Facebook community, if it generates high levels of engagement, can outperform a much larger community. As brands pay more and more to reach the same audiences, engagement is the only variable that can be used to measure the cost-efficiency of social media campaigns," states Liacas.

More information on the eValue(TM) Social Media ROI Suite can be found at the following address:

About Parta

Parta offers Social Media and Social Learning solutions to its clients from offices in Montreal, Toronto, Paris and Mexico and is the developer of leading eValue(TM) Social Media ROI Suite:

Many visionary businesses already employ Parta's solutions for internal and external online engagement. Among these are Renault, Orange, Michelin, Hydro-Quebec, Iusacell (Mexico), Dassault Systems, Nestle Waters and Credit Agricole.

PARTA is listed on the TSX Venture Exchange under the symbol PAD and operates through two subsidiaries:

#engagementlabs, an all-digital agency offering a targeted range of social strategies, customized engagement platforms and analytic tools to measure performance and ROI totally focused on social engagement & optimization:

edu-performance, totally focused on internal engagement and productivity, Edu-Performance offers customized Social Learning and online training solutions:

Other Information

Completion of the acquisition of M30 has received conditional approval from the TSX Venture Exchange Inc. but the TSX-V has in no way passed upon the merits of the acquisition of M30 and has neither approved nor disapproved the contents of this press release.

Paul Allard, President & CEO
Parta Dialogue Inc.
+1 (514) 831-4245

Tom Liacas, VP Social Media
Parta Dialogue Inc.
+1 (514) 771-5120

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