Facebook pages has a problem and if you have your own Facebook page or follow some, it means you do too.
Those of us who monitor our traffic stats on our pages have seen a dramatic decrease in engagement as of late and you may catch yourself wondering, “I wonder what’s happening with that page I followed?” In actuality, you probably aren’t. Because people have such short attention spans and we’re all running from here to there to everywhere, it’s entirely possible you’re missing the amazing content from the pages you like and haven’t even noticed it.
So what’s Facebook pages problem, exactly?
Here it is: Facebook rolled out some new parameters for pages that doesn’t allow us to get our content to the very audience who elected to see it in the first place, while our fans – many of whom aren’t up on the latest Facebook news because let’s face it, unlike us, they have a life – miss out on all our updates without understanding why. And as with any social plight, without understanding, change cannot occur.
The idea behind Facebook Pages is this:
In order to continue to see a page’s feed in your timeline, you have to actively engage with their updates on a regular basis – this means likes, clicks, shares and comments. It’s true, Facebook may very well be trying to give you a more personalized feed based on who and what you engage with. If we’re to believe what Facebook says, they’re doing this for you. However, if we’re to be a little more realistic – and albeit cynical – this is more about them, than it is you.
Ultimately, it’s all about content curation. Unfortunately, Facebook demands you curate (aka engage) in ways that work for them – which in turn, allows them to gear even more custom ads at you, while generating more dolla’ bills for them. You already curated the content you wanted to see by opting in, hitting “Like” the first time. Why should you have to continually click, share and comment on updates to ensure what you like, stays in your feed? If you’re asking me, they’re asking an awful lot of their users and I’m not entirely sure if I’m on board.
But Kristy! Facebook is the biggest social network of all time! Yeah, I hear ‘ya. So in this sense, does size matter? Yes and no. Did you know the kids are leaving Facebook en mass for platforms that allow them to see the stuff they chose to see? Pinterest, Google+, Twitter, and Instagram don’t decide what you see – you do. Sure, it probably helps that their parents aren’t on these platforms, making them infinitely cooler, but still: With Facebook making it more and difficult for us to get our pages seen, there’s a possibility I’ll be following them soon.
How you engage with your fans and likes and fellow page managers and followers all depends on your audience. What sucks for marketers at this point though is that instead of using Facebook as an interactive and two way engagement system – as social media should really be – we’re being forced into 2 central things:
- The mercy – and understanding – of our audience who, for all intents and purposes are pretty amazing. But it’s unlikely they understand the inner-workings of Facebook. That’s dependency is unfair to everyone.
- Facebook Ads. Ah-HA! Now we get it! In order to get my page seen and in front of new people, to have any control over my own marketing destiny, I essentially have to purchase Facebook advertising. And that, my friends, is the true object of Facebook Page’s content changes – not for a more unique and custom news feed. Read it and weep.
Or, read it and get the hell off of Facebook.
Marketers & Bloggers: In light of these changes, will Facebook Pages continue to be a part of your marketing strategy and if so, how? What are your feelings about all this?
Facebook Users: Does this version of content curation – based on your continual clicks, likes, comments and shares – work for you? Is it acceptable? Do you notice when a page’s feed disappears? How can we make our pages better for you?
Share your thoughts below!