I know, I try to stay away from “gotcha” headlines. I mock them. But this is actually a thought I’ve had in my head for a some time. Is Facebook marketing pointless? All that time and effort put into your blog or brand page – is there a point?
Before I start, here’s a few things:
A) I feel really contradictory posting this, having discussed yesterday how I’m scheduling social media posts to maintain a presence.
B) I’m not a marketing person. I merely look at things from how it would work for me.
This morning as I was flicking through Twitter, I came across a link to an article called “Facebook Did Something And Marketers Will Screw It Up“.
The overlying point of the article is that the way to get (unpaid) reach on a Brand/Blog Page is always changing. Photos worked better. Then text worked better. Then this. Then that.
Now, to a degree, I get it. Technology changes. It changes fast. What works on day/week/month/year will not work the next. My problem with Facebook has always been that you need to dedicate a lot of time to get results. And there are other social media platforms that just don’t require that amount of effort.
(On a side note, I think I’ve just discovered I have issues with everyone who does secret algorithms and those who claim to know the way to beat them, but can’t actually tell you details on how.)
However, the point of the article I want to focus on is this:
If you want to read further on the statistic in orange, this is the page it links to.
To me, that is a huge percentage of users who are ignoring you.
And I’m one of them. I rarely like a Page from my personal Facebook profile. I don’t want brands filling up my timeline. My timeline is for people who I want to interact with – people I know. People I may see in real life. Or people who may now live in a different country, but who I want to keep in contact with.
I prefer to feel like I’m in control of the content shown to me on my social media feeds. I like brand and blog pages from my blog page. I know that’s “wrong”. I know I don’t “count” when I like from a page. However, this suits me. Plus, I comment on your blog using my blog name, I use my blog’s Twitter account to talk to you online, and I have a blog based Google Plus account: so why can’t I interact with you on Facebook using my blog? To me, Facebook is the odd one out here.
So that’s the WHY of how I interact that way. I suspect I’m not the only one who works that way. Now let’s look at the implications.
If only 32% of Facebook users will pay attention to a branded post, that feels like a lot of competition for you. I wonder how that compares to other social media services. Particularly ones like Pinterest, where a Pin being branded may not be initially obvious (not in the scammy way, but just because user names aren’t as prominent).
Is this where volume comes into play? 32% of Facebook is still a lot of people. Is it irrelevant that only 32% of Facebook will want to pay any attention to you, because 32% of 1.23 billion users is still huge?
Facebook’s longevity and frequent changes are always the factors that make me hesitate in investing my time into building a decent page over there. How long will Facebook really be around? 10 years has been great, but I’m always hearing anecdotal stories of more people who refuse to have Facebook at all, or who leave due to the privacy issues and changes.
Do you use Facebook to market your website? How do you view your time investment, the changes, and the amount of people who may actually want to read your page?