Social media is constantly evolving. If you’ve been around for more than a few months, you know this. If you haven’t, you’ll find out soon.
In the last week or so, it’s come out that Facebook has altered its algorithms for showing page updates, dropping their reach considerably in an effort to get page owners to pay to play. If you have a Facebook page for your blog, you’ve probably noticed this.
Before you get out your pitchforks (seriously, put them down), remember that you’re not entitled to those views. Facebook is a business and you’re using their service—for FREE—and as annoying as it is, they have every right to make changes that benefit them.
I’m not condoning Facebook’s decision—it affects me and my business too—but it’s useless to fight change. We must learn to ADAPT.
And no, adapting doesn’t mean paying Facebook. Fuck that.
The core of GOOD marketing is to make connections. It’s not about blasting your new posts and other updates to all your followers. People tune that kind of marketing out fast, even when they see it. I mean, do you really like to watch commercials on TV or listen to them on the radio? Because that’s essentially what blasting out updates is like.
And here’s the ugly truth about marketing on social media. Or rather, using social media to update your fans on what you’re posting: Most people don’t see your updates. Yes, even BEFORE this whole this with Facebook. Using social media to keep people up-to-date is a CRAPSHOOT.
And if you’re going, “But on Twitter…” the answer is NO. They don’t all see your updates either.
Do you see that? 91 people of 1426 reached. That percentage is even lower than Facebook. And that’s a tweet that Twitter considers my “best” tweet.
Don’t depend on social media and third party sites.
The only way you’re guaranteed to connect with people is on your own blog—the space that you own. Your blog is the only place you’re not subject to the whims of other people and businesses. And you’re responsible for getting people there. We naturally gravitate toward people we feel we have a connection with.
The way to deal with social media change is to not panic, focus on building relationships, and plow forward. No one social media change is going to spell the end of you and your blog.