The latest label to criticise Facebook over the plummeting reach of its status updates is My Favorite Robot Records, which says its updates are now only reaching 15% or fewer of its overall fans on the social network. Digital Music News reports that the label has 15k fans but often only reaches 1k of them with posts on its page. “We have to buy advertising to ‘open up the window’ for the rest of the fans to see it,” says the dance label’s owner Jared Simms, who adds that he spends $200-$300 a month on Facebook ads as a result – an amount described as the same as he spends on a professional PR company. That’s an interesting conversation in itself: it’s not necessarily a problem to be spending as much on Facebook ads as on traditional PR – IF it’s delivering. In recent months we’ve seen some digital music marketers attack Facebook on those grounds, and others praise it for the results they’re getting, so there’s no consensus. In any case, My Favorite Robot is refocusing on its own mailing list. “We’ve stopped adding fans to our Facebook page. Instead we’re going back to a grassroots level – it’s like we’ve come full circle,” says Simms.