I follow several bloggers who are “experts” in Social Media. I keep thinking that I will become an expert in Social Media, but then something changes and my confidence is shattered (again and again). How can anyone remain an expert with the constant changes?
- The rules of engagement change
- The way you are allowed to post changes
- The amount you can post changes
- The entire system changes the algorithms
- What you can or can’t do to advertise changes
- What works for advertising changes
- The entire system changes their mission and purpose
Case in point: Mark Zuckerberg (who has the entire world pointing a finger at his Facebook Empire because Russian bots and fake accounts are on the rampage) knows he needs to change his approach. With FaceBook and the other social media companies finding themselves being questioned publicly by Congress, none can ignore the possibility of being regulated like the rest of the media outlets.
A shift is already starting and Silicon Valley is scampering for cover.
Everyone is waiting to see the long-term results of this newest shift, but everyone knows one thing already. If you have a business page on Facebook, it’s about to be neutered and rendered nearly useless – yes, even more useless.
Mr. Zuckerberg announced that he is rolling out changes. He wrote a very heartfelt post and among many things he announced was this new goal:
“…we’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”
Wow. He went on to say (the bold is MY emphasis):
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
A marketing pattern then quickly emerged
Within days of this announcement, many of the bloggers seemed to hold their collective breath. They said things like,
- If you are wondering if you should you quit using Facebook, it’s not clear yet. But these are big changes taking place.
- Stay tuned.
- WE WILL KEEP YOU in the know!
- Don’t change the channel.
- Don’t leave us. We will be helping you navigate this change.
- We are your only source for learning how to use Facebook after these changes.
They are panicking. They have branded their entire business on selling people on services based on how to use Facebook, but now they don’t know how to use Facebook. Yikes!
Then there were the bloggers who just wanted to move on using the sky-is-falling approach: “It’s time to rethink Facebook and look at the powerful results from Instagram.” Ha! Instagram is owned by Facebook.
And there were some who (with head-in-sand) just started pumping links to their books/courses/consulting practices where you can “learn all the secrets” to use Facebook. The fact that it’s the same information they have been selling for 2 years seems impossible, but there you have it: just keep saying you know “the secrets” and someone who doesn’t “think” they know the secrets will want to give you money, right?
And it was obvious to me that they rushed their Calls-to-Action before too many got the news that Facebook was about to pull the rug out from under the businesses on the platform. There were flash sales, free downloads, webinars… really a small gold rush of activity.
It must work because there was a wave of experts using all of the above tactics. All designed to show you “How to use Facebook for your business”. If you read the full post from Mark Zuckerberg, you will do well to wait it out and see what business you can still do on Facebook in the months ahead. Yes, that includes advertising.
Be careful where you put your time and money
What I am trying to say is: There is a HUGE industry out there of “experts” who can swoop in on this news and make you feel that they (and they alone) have all the workarounds you need to get back on or stay on the Facebook merry-go-round. They just won’t admit, out loud, that the brass ring is disappearing.
If you are not sure what the changes are, how can you judge if the expert you hire is even addressing all the changes?
This is not a small change at Facebook. I am not even sure if it’s worth my time to post this on my business page – but it’s automatic when I publish this article.
I am not sure it’s worth YOUR time to share this, but PLEASE DO! LOL!
I do know one thing: I am an EXPERT in email marketing. I am grateful to have started building my email list way back in the day. It’s at least 80% of my income stream. And, I would be honored and tickled pink to help anyone who wants to get their marketing plan on track with good ol’ fashioned, tried and true emails. The marketing system that rarely changes any rules. The one we all use every day.
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…and please add your thoughts in the comments and share with your network…