Break-ups are never easy. There are usually a lot of tears and Ben & Jerry’s and each person ends up saying things they don’t mean. Recently, the classic love story between a tech company and their beloved Facebook page ended in a sad break-up letter. Eat24’s note was funny and had great lines like, “Posting something that most of our friends see is like biting into a burrito and actually getting all seven layers…never gonna happen.” But it also had some really good points to consider when you’re creating a social media strategy for your brand.
Here are some Facebook truths to consider:
Facebook often makes it difficult for companies who try to make the most out of their posts and reach as many followers as they can. What works today, might not work tomorrow, and you could be sending out a notification of a deal or sale that only reaches a quarter of your followers. Some defenders might say that’s because Facebook wants to stay true to their social network roots, yet members are constantly bombarded with ads about belly fat and finding your friend’s mug shot.
Promotional posts may, or may not work
Speaking of belly fat and mug shots, those Facebook ads are up for grabs, and they can have a far reach and garner more likes for your page. But does it affect ROI? Eat24’s complaint was that they were getting new fans, but many were out of the country where their services aren’t even being offered. They said, “Well, we really do want to feed the whole world one day, but right now we’re only in the U.S., so even though we love our new international friends, we’d prefer not to piss them off by showing them a photo of a delicious calzone that they can’t even order.”
The stiff competition seems more appealing
Facebook has always been the head cheerleader of the social media world. However, incoming freshman have slowly been stealing the spotlight. Lately, Twitter and Instagram have taken the lead with the younger demographics and one critic even called Facebook the new Myspace (ouch). Eat24 noted that network competitors don’t have all of the restrictions and algorithms that you have to deal with on Facebook.
When it comes down to it, there’s a social network out there for everyone. It’s up to your specific brand to come up with a social media strategy that best speaks to your target audience. And for the ones that aren’t working for you, dump them like that needy guy who sends you too many emoticons.
If your brand needs help developing or improving your social media strategy, give us a call.