5 observations about Facebook's decline

Social media

This recent Forbes article on Why Facebook is in Decline should be a wake-up call to businesses and marketers using social media.  Five observations:

1. Facebook is not a social media strategy

Facebook is only part of a social media strategy. Too many companies do "Facebook only" campaigns and loyalty offers.  That means your target audience is not even just people-with-Facebook-accounts but people-with-active-Facebook-accounts.

2.  Facebook is not your website

Every thing you post on Facebook should be available on your website, with space for commentary.  Never, ever use Facebook instead of your corporate site.  Huge, lazy mistake. Content is valuable, own it, and spread it around. 

3. Facebook is not a free channel

Facebook is increasingly pay-to-play with its "Promoted posts".  What does that mean?  That means it's barely any different from conventional advertising.  If you're paying to reach eyeballs, you're buying media space.  That makes you an advertiser, not a "Friend", of the people viewing your page. Advertising can of course be effective. But don't kid yourself that you're down-with-the-kidz because you're not.  You're a commercial player.

4. Facebook is not a relaxed social refuge

People are sick of "real identity". They have realised the drawbacks of revealing their real identities online, and that's only going to intensify as concerns over government surveillance and censorship increase. Increasingly, social media users crave anonymity and pseudonymity.  That doesn't make them any less valuable as consumers. "SydneyGuy67" has the same spend, budget and tastes as "Mark.Lewis.1967". 

5. Facebook is not cool

If you're trying to reach younger demographics, Facebook is not cool.  Possibly it never was, given it started with university-age students, not even high schoolers.  But young people in particularly are fleeing it in droves, because the social media world is their oyster, and nosey aunties and grandmothers aren't on SnapChat and Vine and DeviantArt. Yet.


Lisa Creffield

Lisa Creffield

Founder at 3things

I'm a business writer and videographer with over a decade of experience in online video. Originally from the UK, I first came to Australia in 1998 and also worked for several years in the Middle East.

3things

3things 1 FOLLOWER

Advertising


Questions

Anonymous asks

Comments (8)

User
Loading...
Tim Greig

Tim Greig , Owner at Green Galah Pty Ltd

Great. Now all the FB'ers are going to head to G+ :-)

Ling Lee

Ling Lee , at Digital Marketing and Personal Branding

Lisa, thanks for the great article! However, there are certain points I would like to disagree with based on my observations of Facebook. Firstly, young people are not fleeing Facebook in droves, partly becuase of its 'network' value. It has become a sort of cloud service for heavy users, in regards to photos and vidoes. Moreover, in my opinion, Facebook's continued user experience updates which include gaming capabilities ensure that younger users are continually attracted to the network. Indeed, Facebook has become a sort of milestone in children - almost like a rite of passage. Vine and DevientArt are specialised channels, creating a sort of 'niche' in the internet world.

View all (8) comments