Zuckerberg's News Feed Change
How will it affect your businesses social media marketing strategy?
Mark becoming a family man has just hit a major blow to advertisers and business owners who use Facebook to reach their audience and prospects.
Here is a segment of Mark’s announcement on his Facebook page, “But recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other.”
As a business owner, how will his decision affect your Facebook marketing strategy moving forward? How will you keep your audience informed and engaged?
These are concerning questions and I guess we will have to wait and see.
Today’s Facebook...maybe Yesterday’s Facebook
Let’s be real, the fact that only around 6% of your Facebook Fan Page “fans” ever see your posts should have been a red flag for your business a long time ago. It seemed like Facebook made it a “pay-to-play” situation by always showing you “boost this post and reach 18 million people for $5 bucks”.
Could that 6% average go even lower?
It could based on these words from Zuckerburg’s same post, “As we roll this out, you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.”
This change in Facebook means that now more than ever, your communication channels (email, phone, direct mail) need to count.
But these channels have their own problems as well. Who actually reads your emails, answers your calls, listens to your messages, or reads your mail? Very, very few.
What does work for reaching your audience directly is text messaging.
Texting is the most direct line of communication to your audience. There are no spam filters, fighting for inbox attention, or pay to play situations. It is by far the most effective form of communicating today.
We all check our text messages within the first 3 - 4 minutes of hearing that sound.
If you have never done a marketing communication audit then I highly recommend you do. It’s time for you to find out what channel is working for your business and which aren’t.
If you have been spending marketing dollars to boost fan page posts, it’s going to start costing you a lot more to reach your audience.
If you haven't thought about adding text messaging to your communication options, then Facebook's new direction is a good reason to start.
"Heed the Bubble"