Facebook: If It Ain’t Broke, Don’t Fix It! But …

Facebook: If It Ain't Broke, Don't Fix It! But ...

… but if it ain’t working, it’s A-OK hunky dory to jettison that *%$#^@!

Facebook’s Fantastic!

I have a couple of clients for whom Facebook is still an absolute dream. Their reach and level of activity, or engagement, has seen no drop. They continue to steadily add new page likes and continue to see positive results in weekly Facebook reports.

That’s certainly not the norm of late, when most marketers are seeing numbers continue to dwindle, especially since the calendar rolled over into 2015. My own, already less than impressive, Facebook functionality has continued to decline.

Why are these clients continuing to see so much activity. I can’t give you hard facts, but I believe several factors are working in their favor:

  1. Their content is targeted to a niche audience that can’t get that information anyplace else.
  2. There’s little duplicate content being shared, because the niche is so specific and targeted – so every post is an AHA moment, as that content hasn’t already been seen elsewhere.
  3. Both of the pages I’m referencing could be considered hobby pages. Each has an incredibly avid and sometimes volatile following. Passionate followers keep pages moving along, especially when discussion topics are shared.

For those marketers managing pages of the same type, with the same continued result, I say hooray! And don’t do a ding-danged thing differently. The old adage that things that aren’t broken need no fixing very aptly applies.

Frickin’ Facebook!

But there’s another side to this story, one that many marketers and page owners are facing, and will continue to face as the year progresses. Dwindling numbers, rock-bottom reach and diminishing return on investment.

What are those in that boat supposed to do?

Diversify

Hopefully you’ve never been one to put all of your eggs in one basket and you’ve been creating connections, engaging in conversation and building relationships on other platforms. Be it Twitter, Google+, Linkedin, what have you?

I’ve been seeing increased activity and killer conversation in the new year, especially on Twitter and Google+.

And if you haven’t spent much time elsewhere, it’s not too late. Get on board the Twitter train. Greet new connections on Google+. Finally devote that effort to Linkedin.

It’s never smart to rely on only one piece of rented digital real estate. You could be evicted at any time. And the landlords are in it for themselves, not for you!

Create A Fixed Formula

This is what I’ve chosen to do. I’ll be following a strict, formulaic posting schedule for the next several months. If Facebook continues to drop as a referral source, I’ll drop the frequency of my formulaic posts.

While I have any referral links from Facebook, I won’t drop it completely. But, I make no promises once those referrals dry up and blow away.

Don’t Let The @$$holes Get You Down!

There are several Facebook marketers out there telling you to quite whining, intimating that it’s your fault, that your posts are metrics marauders, that you’re an algorithm chaser. Here’s what I say to that:

Screw ’em!

I’m guessing you haven’t much changed your posting style and frequency all that much since you started on Facebook. I know I haven’t. I didn’t all of a sudden start posting multiple memes and monotonous, or moronic, motivational quotes.

Any changes made were those touted by Facebook themselves or the very same Facebook “experts” that are now calling many of us out as whiners.

It’s not whining to talk to your peers about what’s going on. It’s not whining to fess up and say you don’t have the budget to engage in daily post advertising or boosts.

It’s reality, and if those experts don’t like your reality, then they’re not really anyone you need worry about in future.

A Facebook Farewell May Be In Your Future

But it’s not going to knock you back and here’s why:

  1. You’re no dummy, you’ve invested time and dollars in the real estate you own, your website and mailing list!
  2. You’re no dummy, you’ve built relationships elsewhere! Facebook isn’t the only social media hot spot in town!
  3. You’re no dummy. You’re not listening to the guilt trips of the Facebook fan club. It works for them … YIPPEE. For you, not so much, and that’s not that big a deal. Certainly nothing that’s going to fell your business.
  4. You’re no dummy, you know exactly what works when it comes to your marketing dollar and you’re not about to throw it away. You’ll invest advertising dollars where you see the most benefit.

If you have to say goodbye to Facebook, it might be hard. You might feel a bit sad. But when one door closes, another opens. It might be time to see what’s behind door number two.

How About You?

What’s your plan of action when it comes to Facebook and 2015?

6 replies
  1. Cendrine Marrouat
    Cendrine Marrouat says:

    I have disliked Facebook for a very long time. For regular users, it’s nice. I get to stay in touch with family and friends who are almost 10K kilometres away. But sales-wise, it’s as useless as can be.

    Facebook works for some, and it’s fantastic. But people have to stop kidding themselves about having to be on Facebook. It’s not the be-all-and-end-all of social media. Audiences are on other platforms too.

    Thank you for this no-nonsense post, as always!

    • Mallie Hart
      Mallie Hart says:

      It’s a conversation we’ll probably keep having for the next year or two, don’t you think, Cendrine. To Facebook or not to Facebook. Especially with brands and companies just starting out, it’s not such an easy question.

      I certainly won’t move the clients who are succeeding away from the platform, but even with them we’re diversifying and watching. When, if ever, will things go wonky, even for them.

  2. Debbie Dickerson
    Debbie Dickerson says:

    I ended up spending a small fortune in useless facebook ads and the return was a bunch of b.s.page likes with zero interaction, far from the demographics I picked, and to top it off, it is easier to speak to The Great Oz than a fb rep. I will not advertise on fb again!

    • Mallie Hart
      Mallie Hart says:

      Debbie, I hate that you had such a bad experience. I’ve never taken part in any true Facebook advertising, excluding the occasional boost promotion on a specific post, so I can commiserate, but I can’t truly feel your pain.

      Now, as far as customer service from Facebook? High five on your comment. It’s freaking impossible to get any help from a human being. And if you are lucky enough to get a response, HA, there’s no way to easily continue the conversation or discussion. GACK!

      It’s all about spending your advertising dollars where you see the best ROI and where you feel appreciated and a valuable part of the community.

  3. Jenny Brennan
    Jenny Brennan says:

    Hey, Mallie!

    I love this post. It gives people the freedom to say it’s ok not to like Facebook or that they are not getting results. For me it’s been a great way to target people who need my content. I combine my activities on Facebook with Twitter and Instagram and the best bang for my buck has been growing my email list. I started to create high-quality e-books that were packed full of value and gave the content in exchange for an email address. When I get people on my list I can send them new content each and every week and I also exclude them from ads on Facebook in the future, unless I have something new to give them. I don’t have a huge budget personally, but I do spend whatever ad dollars I have on Facebook and to date it’s been really effective. Facebook requires strategy and money, and if you have both working well you can get good results. I am very focused on small & local businesses and how they can integrate Facebook into what they are trying to achieve, by teaching them to send people back to their home base and onto email lists. Sure you know me I am a big advocate of Facebook, but I also respect that it’s not for everyone and that a combined approach is needed 🙂

    • Mallie Hart
      Mallie Hart says:

      It would be silly for me to just nix Facebook as unworthy, Jenny – as a couple of my clients have managed to build and maintain real and vital communities. But, I’d be remiss if I didn’t mention that it isn’t working with many of my newer to the digital space clients. Trial and error and testing what works is never going to go away!

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