A social media presence is important, if not absolutely essential for any business these days. Of course you need your business to be as visible as possible – but, you still need your own space. Facebook, Twitter, Pinterest, Google – they all have their uses as part of the marketing mix – but you should always have your own website. Why? The answer is very simple – they control your content. If they change their policies or perhaps even (yes I know it’s unlikely) disappear overnight, you may well be completely screwed if you’re using one of these sites as the main platform for your business. Don’t use them as a focal point for your activities – use them as a feeder for YOUR website, YOUR territory, a space that YOU control. It’s a basic I know, but more and more businesses are depending on Facebook pages. Almost every business has a business page on Facebook – as do we, you can find it here if you want to take a look, and hopefully click ‘like’ to connect with us on there.
However, there has been a huge amount of publicity in the months, since flotation of Facebook on the stock market, about the reduction in the reach of pages. It hardly comes as a surprise now the company has to perform that they have made it much more difficult for you to appear on the the newsfeed of those who have ‘liked’ your page. According to this article your page reach could have decreased by as much as 40%.
The site is (naturally) now trying to twist your arm into paying for advertising. It’s a business, it’s not free, why should it be? Do you expect the Post Office to deliver you direct mail for nothing?
According to Inc Magazine Mark Zuckerberg is hoping to turn your Facebook feed into a source of ‘high brow’ news. So maybe even your cute puppy pictures may be getting buried soon! All the signs are that things will continue to get worse for businesses on Facebook – unless you’re willing to pay.
Be the master of your own destiny, never neglect your own website – and don’t forget that Facebook is Mark Zuckerberg’s turf, not yours. Make it the focal point of your marketing efforts and you are at his mercy. Perhaps it’s working for you now, but you can be certain that will change at some point in the future. Be prepared.