Facebook Is Starting To Saw Off The Branch It Sits On

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Facebook’s power is its user base. The number of users is estimated well over one billion. It must be said though, not everyone believes that. There are quite a lot of people that have multiple accounts on the platform. And no, it is not an in-significant number. Also, there are first signs that users are getting a little tired of the site and are leaving, for various reasons.

Years back, when Facebook turned out to be a site that could lure a lot of people in, a business model was developed. The speculation was that the user base will grow and that on the other hand, will lure in advertisers. And it did. As you can see in your news feed, there are many suggested posts. And that’s just in addition to other advertising spots. The suggested posts are the posts advertisers pay for and are also those nobody clicks on. Well, some do, but it is not a number that lets advertisers become too excited about. A good email or other marketing campaign can do the trick as well. The advertisers themselves are not the only people that are starting to realize that Facebook advertising might not be better than sliced bread. The company knows about the weaknesses and is working hard to create other opportunities to keep the revenue coming.

It is already widely reported that Facebook is trimming its algorithm to further cheat businesses, and individuals, for their opportunity to share content. While doing so, they don’t care on whether your fans have signed up on your page to receive your content or not. All that counts is their own wallet.

Besides of not making your content visible to your fans, Facebook discriminates on content and the way content is presented on your page. For example, if you just wrote a blog post and you post a link to your post on your page, Mark Zuckerberg and friends make sure just a few people get to see your link. The excuse for that, well, if you click on a link you are moving the user away from the site. On the other hand, if you post one of those ground breaking cat pictures, you can be sure 4 – 5 times as many people will get to see that one. Not all fans, of course not. The reason for that, if you want your fans to see what you have posted you will have to pay. And even that doesn’t guarantee full display either.

It is also worth mentioning is the offer to promote your page in order to increase the number of page “likers”, for pay of course. Once you bought that promotion, they still don’t let your “likers” see what you got, unless you pay again. I wonder if one of the next steps is to charge you for every time someone likes a post of yours.

So, using a Facebook page as a marketing tool is trending towards the category waste of time. Why would someone post, if nobody, or just a few, gets to see what is posted? According to news reports, there are organizations that reconsider their strategies. The downfall always starts somewhere.

At the same time when reports appear that some users are leaving the site, the company turns the screw on businesses. In addition, the opportunities for online and social media marketing are growing. I think the headline is fitting the circumstances.

Questions to ask yourself:

  • Why do you post on Facebook, if your fans won’t receive your message?
  • Your website/blog is example.com and you own it. Why would you promote facebook.com/example?
  • Think about what you can do with your website/blog for the same effort and resources you put into Facebook

Vitus Feldmann

Ex-Professional Soccer Player, International Banker, International Business and Soccer Analyst. Global Marketing & Social Media Leader. Communicator and Connector! I help businesses and individuals to do better marketing and social media marketing. My focus is revenue creation because that is what keeps the business going. I am in business for over 30 years and I have learned to question the status quo. The ability and willingness to do so has given me an edge in my job. Marketing, especially social media marketing is fast paced. Today, nothing is like yesterday and tomorrow is different from today. Your business suffers, if you don't adjust. I am also an avid photographer and my favorite "model" is New York City.

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8 Responses

  1. Elsy Chapman says:

    I think Facebook is cooler than before, now g+ is the king as the tags are working more effective like igram…

  2. sagarwalia says:

    Vitus I agree completely with this post. That is why I have stopped all advertising for my FB page. It is not worth the time and effort. The page is still there…but I don’t waste my time trying to build it. Whatever happen, happens because my site is linked and the posts appear directly there.

    • theheidelberger says:

      Appreciate your comment, Surajit. I know, same way here. I have no trust in Facebook and my clients don’t want or can’t spent that much money for nothing.

  3. I try to stay in contact with some people via FB and via my FB page I promote my blog.

    Cheers from Germany



  4. dazzaw35 says:

    I’ve tried paid advertising on FB but I didn’t find it to be that effective, as for them sawing off the branch they’re sitting on don’t all businesses do that eventually?

    • theheidelberger says:

      Many do! Some, however, once they are half way through, change business model. Something Facebook should do as well.

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