If you’ve spent any time on Facebook in the past several weeks, you’ve probably run across one or two of the following observations, laments or even diatribes:
Facebook reach is plummeting …
Looks like small businesses are going to have to pay if they want their posts seen on Facebook …
Looks like I’m going to have to switch up my posting style and go text only …
The blogosphere has been abuzz with many a take on the latest Facebook frenzy. Organic reach has, for many, dropped over the last several months. TAT scores mean little, as few of us trust that Facebook is actually accountable with their counts.
The only inevitable in social media marketing is change. Image sizes, best practices, rules and regulations, are all party to change, with little or no advance warning. We rarely hear about the changes from the platforms themselves. We are notified by our peers, our colleagues, even our competitors.
We can, and we will, alter our posting style. Many a marketer has ceased even the occasional attempt to share a link with the excerpt and thumbnail image. We’ve switched to text links, to predominantly text only posts, with the occasional image shared in an attempt to enhance engagement despite abysmal reach.
All this to say that, while few of us are ready to jump ship and absolutely abandon Facebook, many of us are carefully considering our other options. I posit that, while we consider enhancing presence and posting on other social media platforms like Google+ and Twitter, we should also increase our focus and energy spent on the digital real estate we own, rather than lease.
That real estate includes our websites, as well as the articles they house, and our lists. While we are at the mercy of Facebook flux, Twitter tumult and Pinterest permutations, we are in charge of our sites, in charge of the means in which we contact those on our lists.
When we set up a new mailing we tell those list members exactly how often they will see our company name show up in their inbox. When we settle on a posting schedule we control placement and prominence on our site. Will it show up in a slider? Will it be highlighted with a widget in our sidebar?
When we write an article, we select the image that best enhances the idea we are sharing, and we know that anyone who comes to read that article will see the exact image we selected.
As many of us move our focus away from Facebook, we’ll be concentrating on creating new content to share, from videos to webinars, vlogs to infographics. That content, especially in the form of articles we write and publish on our own domains, is real estate we own. And we can choose to share it when, where and as often as we like. We control how it is presented, viewed and promoted on our own sites, as well as the way it is distributed to our lists.
We can choose to share these articles, videos, blogs and images on Facebook. We can choose to share them via Twitter, Google+, Pinterest and even Instagram. If the way we present this content on our sites should change, it will be our own decision. We’ll know about the changes from inception, and we’ll be in charge of the changes and what they mean to our methods of distribution and sharing.
Ownership certainly has advantages.
Invited author Mallie Hart, is the marketing director, owner at Go Creative Go and owner and creator of Social Solutions Collective. Mallie, a research junkie, writes about a wide variety of topics and enjoys the opportunity to find an interesting angle on just about any type of business or industry niche.
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