Facebook Is Changing {How to Deal with Social Media Change}

Posted 13 December, 2013 by Amanda / 19 Comments


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.

Filed under: Discussion,


19 Responses to “Facebook Is Changing {How to Deal with Social Media Change}”

  1. As much as I like FB and Twitter, I definitely agree. I only get on both once or twice a day (more, if it’s one of those days where I need distractions) and, the way both are set up, I KNOW I’m missing news and updates. Probably a ton of them. I especially don’t like the whole threaded conversation view in Twitter because I wind up seeing the same convo again and again.

    • Exactly. Frankly, you can walk away for an hour and miss updates. I’m with you on the threaded updates, Mary. In fact, I’ve refused to update the Twitter app on my phone because I don’t want to deal with it. I use TweetDeck in my browser, so it helps me avoid the threaded conversations.

  2. *pulls out pitchfork*
    *quietly puts pitchfork down*

    Social media really is a crapshoot. Unless you go viral (and even if you do), you’re not going to reach all your followers. I mean, I guess you could line up everybody in a room and throw updates at them but… that seems weird.

    Heck, yesterday we were having a Twitter conversation with Mandi and she missed it because she wasn’t online at the time. She only saw it because we were @-ing her. (It kinda sounds weird to say we were having a convo with her when she wasn’t there BUT WE WERE!)

    So, yeah. Social media. Crapshoot. (because I’m 12, I’m going to be saying “crapshoot” all day now. HA!)

    • *pokes you with your pitchfork*

      It’s true. It’s easy to miss things on social media. Having a lot of followers doesn’t guarantee that anyone is listening to you, either.

    • This! Yesterday I asked you guys how I’d missed something and you said “I blogged about it.” Then Amanda said “We facebooked it and tweeted it too!”

      And I STILL missed it.

      It’s easy to miss, even when I’m actively trying to keep up with certain people. I simply don’t see everything. Imagine what it’s like for the 200 people in my list who are just there in passing.

      It’s frustrating. And… a crapshoot. ;)

      But eventually if we care enough, we’ll get it.

  3. I’m not on Facebook and am therefore completely clueless as to what effect these changes will have on users. I’m super curious to know how you found the reach of your tweets though. I fail spectacularly at marketing Amanda. I know it. I just put things out there and hope for the best rather than doing a bit of research and figuring out a plan that will likely bring more people to the business/blog. O.o I should probably change that:) New Year’s resolution, here I come.

    • Um… Twitter sent me an email once (I assume it was an experimental type thing) and it told me what my reach was. I use bit.ly for my links, and that lets me track clicks. Clicks can be a good indication of how well your tweets are doing. You can also get Twitter analytics on ads.twitter.com.

      Social media marketing can be especially powerful for small businesses (you’d kill Pinterest with your designs, for example), but with blogging for yourself, you really gotta stick with what works for you. And if that’s not much, not a big deal.

  4. Great post! I love these posts; thank you for taking the time to write them. It is nice to see actual figures about ones reach on Twitter (and the others) because it is minimal at best. I don’t think it hurts, but if you’re depending on just that to spread your word get used to hearing crickets. Have a great day!

    Paul R. Hewlett

    • You can get a lot of social media analytics… if you buy into the services. (I don’t.) Facebook pages has a decent insights area, but otherwise you’re kind of on your own. No matter what, though, it’s pretty much a given that you’re not going to reach all your followers.

  5. So is it bad that I am okay with Facebook not being a big deal? I am kind of exhausted with doing all of the social media for my blog. I just do Twitter and Google+ (I have a blogger blog, so it is super easy to link to Google+). I know that the longer I blog though, the more likely I am going to have to do Facebook too.

    • No. I think if social media is exhausting, it’s something you want to consider and decide if it’s really necessary for YOU. I have automated tweeting set up, but I don’t do anything beyond that because, like you, it’s rather exhausting. It all depends on your ultimate blogging goals.

  6. The FB thing bothers me more as a follower than anything else. If I follow someone, I want to know that I’m getting their updates… not just whatever FB decides to show me. I’m sort of weird with social media in that I do back up to the last time I checked and look at EVERYTHING (I don’t do this so much on Twitter anymore, but when I had fewer followers I would… I do still have a couple lists that I’ll back up and check completely). So if I missed something, it’s not because I wasn’t around when it was posted, but because the post never made it into my feed.

    I haven’t bothered setting up a FB for my blog. I’ve never been convinced it would be worth the time or effort.

    • Even as a follower, you’re using the service for free, so you’re subject to the whims of social media. Connecting through the space the blogger owns is really the only way you can ever be sure you’re getting everything. So it’s the same issue from the other side. ;)

      • Right, I just think it’s important to point out there are more problems with their system than just, “I don’t want to pay.” As an unsatisfied follower, I don’t even have the option to give them money to solve my side of the issue.

        And for what it’s worth, I personally don’t follow businesses/blogs/etc on FB because it is such a bad system. But it’s disappointing to me that they really don’t care what their users want… and disappointing that so many people use it despite complaining about it that they don’t have to care.

        • Businesses stay in business by making money. Businesses stay on Facebook because that’s where their potential clients are, not because they approve of what Facebook’s doing. Facebook does what it’s doing because that’s how it makes money. As a business owner, disapproving of what Facebook’s doing is wasted time and energy on my part. It’s kinda like being upset over the weather. You can’t change it. You learn to deal with it or move.

    • I don’t think Twitter does the same thing as Facebook, actually. It’s a matter of people not being on Twitter the same time you tweet, following a bunch of people, or people following you but only following lists that you’re not on. It’s impossible for your tweets to reach all your followers.

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