Facebook now officially a paid media? Big deal!

Not quite sure what’s the big deal. Facebook is quietly killing any search capability within its walled garden, shaping your news feed purely on the basis of your qualifiers, your friends network and of course ka-ching! advertising investment.

On one hand I feel vindicated, as I said this over and again back in my agency times, but more importantly, what do we make of this realization?

Three things (and I am glad these, too, are part of my old hymn book):

1. Keep your content elsewhere

If you had ANY doubts about how you make your content work harder, let me take this opportunity to shake the cobwebs off your brain. Your content doesn’t belong here. You have plenty of other places where to store your quality, witty, clever commentary or informative posts.

Just don’t put them on Facebook.

I did not say – of course – don’t publicize them on Facebook. You may be reading this post off an auto-echo I put on my blog to Facebook and LinkedIn. But should this article ever become an important one, organically well-ranked and attracting lots of incoming links, well, it won’t happen on Facebook.

2. Decide what you want from your Facebook presence upfront

“Upfront” is the keyword. Not after you tested the waters and had a bunch of likes, and tried some advertising. Your objective is driven by your marketing model; and in fact, there are a number of things Facebook is good at:

  • driving engagement is easier and cheaper here than in other places
  • the social sign-on of Facebook is probably the easiest and most ubiquitous
  • you have more tools and choices than anywhere else (pages, groups, events…)

My favorite FB objective is still to build a marketing database and engage said community in a simple activity leading to a sales proposition

3. Bounce off FB as quickly as you can

Keep your FB effort to its bare minimum: much in the same way as your content should be off-FB (but echoed) the steps which follow the engagement phase should immediately be elsewhere. Don’t feel like building a big mofo website with bells & whistles & e-commerce and all? Consider putting your catalog on an eBay store to which you link from the engagement outcome FB page.

This way your content stays on your WordPress blog, and works hard to climb the organic ladder, you engage with your audience on a FB game and once they participate, you can point them to your eBay store for the purchase. You buy ONLY the ad space needed to drum up the numbers in the game, but everything else stays with you and is unaffected by any future FB policy changes.


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