The Facebook Organic Panic

Jack Monson, Director of Digital Strategy, Qiigo

The recent News Feed content changes at Facebook announced by Mark Zuckerberg have caused panic and meltdowns by some so-called social media “experts.” These one-trick marketers think it’s the end of the world for Facebook and are spreading false fear to brands. I hope your competitors listen to this insanity.

Please share this terrible advice with your competitors:

  • Yes, Facebook is dying. It will probably go away forever very soon.
  • Facebook organic reach will be so low that it’s just not worth using Facebook anymore.
  • Facebook ad rates will go up. So instead of advertising to grow your business in the midst of the biggest business boom in 30 years, you should pull back and start hoarding pennies.
  • Stop using social media altogether.
  • Go back to relying on direct mail ads, newspaper ads, and yellow page ads, because, sure, that’s where customers are spending time.

Also, the sky is falling! Eek!

Don’t Panic

Let your competitors lose their heads. If they’re going to pull back on Facebook due to decreased space, that’s more space for the rest of us!
I’m not sure if any of these social media “gurus” really believe Facebook is falling, are just trying to get noticed, or have a deep resentment of Facebook’s success and are looking to celebrate a decline. But make no mistake – the only failure here will be made by those not constantly adapting and capitalizing on changes in social media.

What to Do

Here are my three recommendations in dealing with these changes on Facebook:

1. Double down on Facebook Ads and Instagram Ads. Will ad rates go up? Of course they will. Facebook ads are more effective and more efficient than any other ads available today. Prepare for a year where the US economy will grow 3-4% (finally!). So yes, ad rates will go up and so will your revenue if new customers can find you and can engage with you.

2. Create even better, more sharable content. The value of organic content is no longer about hitting many current fans with a message. The real value comes from getting a few fans or customers to share your content or their experience with their friends. As per last week’s news feed changes, these shared posts by friends will dominate screens.

3. Consult a professional. Do you really want to spend your entire day navigating these increasingly complicated waters?

About the Author: About the Author: Jack Monson is the Director of Digital Strategy at Qiigo. He has been helping global brands, enterprises, and franchise systems with Digital Marketing for nearly two decades. He blogs at Social Media Workbench and is the co-host of the weekly Social Geek Radio program and podcast. Reach him on Twitter at @jackmonson.

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