Will brands ditch Facebook in 2014?

stacks of 100 bills

Facebook is playing games with your timeline. This has always been the case, as timelines don’t work like Twitter feeds where you see every Tweet in real time from the people you follow. But anyone who has created a Page on Facebook and built a follower base is now realizing that most followers no longer see their Page updates. Facebook is manipulating its algorithm so that only a small percentage of page updates are seen by followers. Then of course, they prompt you to pay Facebook so that more of your followers will see the update.

Facebook wants revenues, and in many ways that has resulted in Facebook finally jumping the shark for brands, bloggers and publishers. If you’ve spent time and money building your Facebook following, you have to be upset by this. What’s the point of taking the time to update a Facebook page if only a handful of followers will see it?

This article explains the dilemma for Facebook and cites this post from a blogger and author about her frustrations with Facebook.

We’ve experienced the same thing with our sites. We’ve methodically built a Facebook following the right way, doing it organically. But posts that were seen by 500 people are now only seen by less than 100 people. The bottom line is that Facebook will not be a source of online or mobile traffic unless you pay Facebook. Sorry, but as Mark Cuban explained, Facebook will no longer be the top social media priority for brands when there are other options out there that don’t limit which followers can see posts.

Facebook will still be important simply from a branding point of view. Brands have to have a Facebook presence these days due to the size of the network, as consumers will seek out a brand’s Facebook page sometimes in lieu of a brand’s website. So having a presence with excellent content and regular updates will still be important. But now it probably makes more sense to update a brand’s Facebook page only once or twice a week with excellent content that conveys the brand message as opposed to daily updates. Think of it as an organic billboard for the brand. But unless you’re willing to spend big dollars, you’re better off moving away from Facebook for specific promotions or as a way to drive consumers to your page. Brands can cuts costs by shifting away from Facebook and building Facebook followers towards services like Twitter where the efforts to drive engagement are rewarded.

These developments present an ominous problem for Facebook. We’ve clearly moved well beyond Mark Zuckerberg’s original vision of creating something “cool” that people will want to use. And that’s understandable as Facebook is now a public company and needs to drive revenues. Of course selling out was inevitable. But have they gone too far? The tradeoff between the user experience and the blatant push to get brands, publishers and bloggers to pay up so that users who “Liked” their pages can actually see updates has become obvious to everyone using the system, and the Facebook brand will suffer. When I post something to our accounts, and then see only a handful of our followers will see the post unless we pay up, I begin to resent the brand. Facebook becomes a typical, blood-sucking corporation as opposed to a cool service that lets users see updates from Pages they decided to follow. It’s now a racket.

In the short term, this strategy is working. Facebook’s revenues are booming as they have gamed the system they have created. But we’ve seen before that things can change quickly in today’s world as new technologies disrupt the status quo. Young people have already abondoned Facebook because that’s where their parents can monitor them. Sure, they’ll probably come back when they go off to college and want to keep in touch with friends. But Facebook is now alienating the entire blogosphere. Bloggers and publishers are already being squeezed by decling advertising revenues. They don’t have the budget to pay for visits, so they’ll move away from Facebook if there’s no benefit to building a follower base. Brands that do have budget will also see diminishing returns for building a follower base, so at some point they will shift their social media budgets.

It’s difficult to bet against Facebook, and this column has nothing to do with Facebook’s stock. It has to do with the company’s product, and the obvious fact that Facebook is manipulating its service to drive revenues as opposed to improving the user experience. At some point, this will probably catch up to them.

Twitter has successful IPO

Twitter’s IPO went very smoothly, unlike the rocky debut experienced by Facebook shares. The stock closed at $44.90 per share, up considerably from the $26 IPO price. Twitter founders Jack Dorsey and Evan Williams also made out nicely, as they agreed to lockup agreements in lieu of selling shares through the IPO. Both are billionaires on paper.

Now we’ll see if Twitter can now live up to this IPO hype. It’s an incredible services, but its revenue and profit numbers are much smaller than those of Google and Facebook when those companies went public. We’ll see what kinds of revenue-generating projects they are willing to consider, and whether users will have a problem with any of them.

Twitter keeps screwing with my email notification settings

Twitter email notification abuse screen shot

I hate it when awesome social media services like Twitter get so big that they become desperate to drive more growth. It’s one thing to keep improving the user experience, but it’s quite another to manipulate settings in a lame attempt to drive more engagement.

Twitter keeps messing with my email notifications across my various business accounts. I don’t want my email inbox flooded with useless email notifications from Twitter, so I shut them all off. But the folks at Twitter keep adding more reasons to send you an email, like “Someone shares a Tweet with me” and “Someone from my address book joins Twitter.” Naturally, their default option is to have the box checked, so even if you wipe all the email options clean in your settings, Twitter keeps adding new reasons and then checking them so you get more emails.

Enough. Please stop. This is just ridiculous. Please add an option at the top that let’s me tell you I never want to receive any emails from Twitter.

Parents holding Facebook back

Would you invite your parents to a party you’re having with your friends? Probably not, unless you’re maybe 35.

This reality helps explain why teens and college kids are spending less time on Facebook – their parents are there as well. This is obviously very bad for Facebook, which is having all sorts of problems since it went public.

I remember hearing teens I know tell me how they use Facebook less and have moved to new options like Twitter. They didn’t mention their parents, but the reason was obvious.

It’s not the only issue of course. Social media has made some teens much more careful about who they have around when they do stuff like smoke and drink, as everyone now has a camera on their phone. The times they are a changin’!!

5 Ways that Social Media Changed Marketing Strategies Forever

Social media has forever changed the way that many businesses conduct marketing campaigns. In fact, it has changed how many companies perceive marketing in general. How? There are a number of ways but below are the top 5 ways that social media marketing has affected strategies that businesses choose to promote their products and services.

1. Social media has definitely affected the way that companies deal with their target audience. Because of social media, you can better understand what your audience wants and learn about these wants in real-time. Facebook and Twitter give you instant access to people in the here and now. You can find out what they want and give it to them all in just a few moments time.
2. You also have a direct link to your audience now. You can effectively cut out the middle man and deal with your customers on a more personal level. This allows for more straightforward conversations and enables your audience to be more honest with you about their needs.
3. Because you have the ability for real-time conversation, you also have the ability to measure your company’s progress much better. You can control your conversations and react instantly, giving your customers a more positive overall experience with your business.
4. It goes without saying that social media enables you to enjoy different strategies with regards to advertising. It also enables you to engage your customers and allow them to be part of the conversation. You are no longer speaking to them – you are now speaking with them. Community engagement is crucial when it comes to overall business success.
5. You can now influence your customers as an expert in your field. Through blogs and other social media interaction, you can provide your customers with information that they need. You have changed from a business owner to an influencer and expert which will tell your customers that you are serious about your business and know how to help them to solve their issues.

This article was written by Custard Media, the UK’s leading social media marketing agency.

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