Last week we jumped into the conversation about the way Facebook is showing less content from organizations in the newsfeed with two posts: Is Facebook Losing Its Effectiveness for Businesses, Nonprofits & Churches? and Facebook’s “Secret Sauce” for Engagement Unveiled.
Ken Manesse shared a couple of other articles this week in the Christian Micro-Entrepreneurs Facebook group which added some additional insight on this important topic.
First, there’s Reverse Engineering Facebook EdgeRank – Beyond the Theory, which is a very long, very detailed article about the results of some testing Thomas Baekdal did with Facebook pages to see how various types of content and engagement impact how long and how high on the page Facebook displays them.
Second, Sonia Simone published a great post on CopyBlogger hitting on 3 important principles to remember when it comes to Facebook:
- Facebook owes you nothing
- Understand why people use the platform
- Facebook is an outpost, not your home base
The bottom line is that a Facebook page amounts to “digital sharecropping,” the practice of building your online business on someone else’s (virtual) land. Digital sharecropping is very risky because if the landowner (Facebook in this case) decides to alter the landscape, you could suffer significantly. You can read the full post titled Is it Time for Content Marketers to Abandon Facebook?
There’s nothing wrong with using Facebook, Google, or any other site, just don’t put all your eggs in one basket or let your all chickens roam free on Zuckerburg Farms. Make your website the hub of your communications and leverage other platforms when it makes sense.
Have the changes at Facebook caused you to rethink the role it has in your communications strategy?