Many People Never Imagined Facebook Would Do This. And It’s Not Over Yet.
A few months ago we started working with a new client that relied almost exclusively on Facebook for traffic. Over the six months prior to their becoming a client, they’d spent about $500 per day on Facebook ads and used this spend to build up 350,000 likes to their Facebook page. Not too long after they started working with us, the thing I warned them about came to fruition. Facebook, in their continuing need to please Wall St., significantly decreased the reach of the posts they published to their wall, and as a results, sales of their products dropped almost by half. Ouch.
Facebook Doesn’t Care About You. They Only Care About Maximizing Shareholder’s Returns.
Have a look at the chart above. Notice how the increase in the value of Facebook’s stock is exactly the opposite of the low organic reach on Facebook. Over the period shown in this chart, organic reach dropped approximately 12% to 6% (and now often 1% according to a widely cited study from Social@Ogilvy). During this same time, Facebook’s stock has gone from roughly $50 to $70.
This is a perfect example of the risk of relying on a neurotic landlord to help you land customers, as opposed to taking the time to build your own house (blog + email list).
What is the Lesson Here?
Whether it’s Facebook, Twitter, Instagram, or Pinterest, etc… they key lesson here is this: if you are going to spend time and money to build your online presence, make sure that you invest primarily in building your own assets – namely, your blog and your email list.You will always control these assets and when you have them, you can create ‘traffic on demand’.
Am I saying the you shouldn’t be using social media?
Absolutely not. Social media is a very powerful tool that, when used correctly, can help you to drive massive amounts of traffic to your website. What I am saying, however, is that, unlike the client I referenced earlier, the asset you want to invest in building is your blog and email list.
Things You Can Do to Solve the Facebook Problem
Here are a few ideas:
1. Replace Facebook with Google+
2. Accept the fact that you are going to have to pay for reach on Facebook
3. Invest in creating more content for your blog Last week, I talked with one entrepreneur who invested $60,000 in creating 586 blog posts in his first year. The results were incredible. His blog now attracts 35,000 visitors a month. Wow.
4. Get better at content syndication The same entrepreneur I just mentioned reported to me that content syndication (publishing your content on other high traffic sites) played a major role in his achieving such impressive traffic numbers in such a short (one year) period of time.
If you are worried about duplicate content penalties for syndication, don’t be. I spoke with three entrepreneurs who all rely heavily on syndication and not one of them reported a drop in organic traffic from SEO as a result.
So what’s your plan? Please share your thoughts and ideas below.
This article was syndicated from Business 2 Community: Many People Never Imagined Facebook Would Do This. And It’s Not Over Yet.
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