One of our favorite research sites, Pew Internet, has just released their 2013 Social Media Update. And amid the flurry of articles about how Facebook is “so uncool” and “dead and buried.” Pew Internet opens strongly with:
“42% of online adults use multiple social networking sites, but Facebook remains the platform of choice.”
Yes – Social is constantly changing, but for 2014 this is something that can’t be ignored.
Facebook is becoming even more like a ‘traditional’ media channel.
Looking at Facebook Insights data for our clients over the past few months, we’ve seen what marketers around the world are complaining about. The “Free” ride over on Facebook has become “Less Free” and more like a traditional paid media channel.
Here’s why:
Organic Reach has Been Cut. How many of your fans see your posts for FREE has dropped significantly due to how Facebook’s algorithms work. Now it’s effectively ‘pay-to-play’.
So is Facebook worth a larger part of your media budget in 2014?
Done well and given its ability to target an audience, we’d say “YES” with three requirements:
1. Have a clear objective for your activity. (i.e. drive traffic to your website, increase leads and/or build a brand for the long-term).
2. Stay on target with high quality content for your target customers with helpful and interesting content. (For those, who insist on thinly veiled advertising-styled posts over and over…well you may want to rethink that approach.)
3. Be Nimble. Understand what works and what doesn’t. (Note: Using Facebook Insights is key here.) Then do more of the former.
Call us at (714)556-4365 or email us at hello@roxburgh.com for more info on our social media programs.
more? Get PEW’s 2013 Social Media Update: here.