Facebook is looking to make your page’s update even harder to see. The answer is to go and put your walking boots on.
By Dan Slee
Some big news happened this week. Facebook took a further step towards being a paid-for channel for organisations this week.
Mark Zuckerburg’s company are experimenting in some parts of the world with moving non-paid for updates away from people’s news feeds. If the move is rolled out wider, your update will be seen by even fewer people unless you pay.
Surely, that’s the end for Facebook as a free channel, isn’t it?
No, and bear with me.
A wrong prediction
Today, more than 30 million people in the UK have Facebook profiles. Back in 2014, I rashly predicted the end of Facebook as a public sector channel. Why? Because I had this hunch that paid-for updates would become ever more important and your freely uploaded content would be marginalised. It’s taken a few years longer than expected for this to become likely.
But the end of Facebook as a channel? Don’t be ridiculous. It’s as daft as abandoning print in the 19th century.
Good news! Your disappointing corporate page isn’t Facebook!
Facebook pages across the public sector by and large haven’t been all that successful. Too keen to sell calls to action alone. Too keen to tick a box. Acres of irrelevant content poorly presented. If most organisations closed their pages tomorrow not many people would miss them.
There are some great exceptions. Asda’s use of the Paretto principle should be a guiding light. Eighty per cent of their content is human and engaging. This earns them the right to sell stuff for the remaining 20 per cent. Don’t believe me? Have a look here.
Frankly, the fact that Facebook is more than your disappointing Facebook page is a good thing.
The answer? Be an explorer. Go out and talk to people on groups and pages
Quite simply, you need to go out and talk to people in Facebook groups. This is something I’ve written about before and I stand by it. You need to go out onto Facebook as yourself. You need to make friends with the group’s admin who can very often post for you. Not every group will be receptive. You need to use your common sense. I’m working on some research on groups and pages in a geographic area at the moment. It is blowing my socks off.
On pages? That’s simpler. You can navigate around Facebook and post and comment on them as your page.
But above all, stop waiting for people to come to your corner of Facebook. Go and see people over where they are instead. Put on your walking boots, take a map and some Kendal mint cake and go and explore.
Facebook is dead? No it isn’t.
Dan Slee is co-founder of comms2point0.