You may or may not have noticed, but Facebook isn’t what it used to be.
No, that’s not sour grapes talking. That’s the truth.
Everyone has the right to make money. We all have bills to pay and things we like to do with our money. No judgement here.
As a solopreneur or small business though, Facebook isn’t really doing anyone any favors these days.
For the most part, they’ve become a pay to play, marketing machine.
Earlier this week, AdAge magazine shared information from Facebook’s slide deck admitting that Facebook’s “organic reach” is falling way sort (it many cases, exponentially shortER) and suggests that marketers (those of us with business pages) buy ads if we’d like to reach our community.
If they haven’t already, many marketers will soon see the organic reach of their posts on the social network drop off, and this time Facebook is acknowledging it. In a sales deck obtained by Ad Age that was sent out to partners last month, the company states plainly: “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
What This Means For You
If you want your Facebook fans to see your stuff in their feed…you’re going to have to pay.
According to a Facebook spokesperson (quoted in the AdAge article), “we’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.”
No ifs, ands, or buts about it. The rules have changed.
As the Facebook peeps themselves put it, paying for each and every post is the only way you’re going to be able to “to maximize delivery of your message in news feed.”
So Now What?
The simple fact is, your friends and your fans are going to be seeing a lot less of you. And that’s less than they’ve already been seeing of you over the past year. Keeping all your social eggs in the Facebook basket isn’t going to work any longer…unless you choose to pay for each post.
If you want to reach your fans and encourage them to be a part of your community, you’re going to have find other ways to reach them.
For some, that might mean visiting websites and blogsites more…which also means updating your website and blogging more. You want your people to say a while, right? And you’ll need somewhere to share all that stuff you’re now sharing on FB, right?
For others, it might mean checking out new social networks. And there are plenty that are ripe for you and your community. You’ve got Twitter, Pinterest, Instagram, Google+, Linkedin, YouTube, and even SnapChat (though this one is probably geared a little more to the younger consumers).
Let’s also take a step back and talk about blogs again. You can post to your blog as often as you’d like. There’s no right or wrong way here. You can post daily. You can share photos, videos, favorite quotes, you name it. You can also do a weekly resources/articles roundup. Find something that works for you. Then invite read along via your RSS feed (you can set this up to send out emails) or in a reader of their choice (I’m personally a fan of Feedly) and join in the conversation.
I pride myself in aggregating great resources, tools and articles to share with you all. I will definitely be finding new places and spaces to share them.
No matter what you decide, I’d love to connect with you. Where can I find you?
Wishing you much success!!