I'm In My Prime
- Jan 28, 2010
if anyone missed this post you need to read thisFor years Facebook gave site owners a medium to acquire traffic.
Site owners posted a new article on Facebook, and got thousands of visits to their sites.
It was excellent, it had insane audience, it was free, what else could a site owner wanted?
Same happened with brands - everyone advertised Facebook through their own Facebook pages.
Same happened with media - newspapers, magazines, tvs, radios, everyone disregarded their own property to advertise Facebook.
There were businesses that relied solely on Facebook - no site, only Facebook.
The one metric that mattered was "reach". If you had 1 million fans, you reached 1 million people.
That was good, free traffic, free eyes, huge audience.
Then, Facebook decided that people were seeing too much stuff on their feed and created the feed algorithm.
The "reach", the amount of people that saw your posts, slowly, begun to decrease (you shouldn't scare your prey).
Those fan pages, those business pages, you know what reach they have today?
1% to 5%.
You want to have more reach? Pay for Promoted Posts.
They advertised Facebook, they got people to only use Facebook and today, they have to pay to play.
They thought they were getting the good stuff from Facebook, when it was the other way around.
Today, if you want eyes on Facebook, if you want reach, you have to pay.
It's the classic Bait-and-switch.
What happened to fan pages, to business pages, to media pages, is happening today to Facebook Marketplace.
Of course, Facebook doesn't tell you this.
When will it happen to Facebook Groups? Don't know but, if you bring the users to Facebook, Facebook will keep them.
And as more community managers move to Facebook, the more people won't leave Facebook.
When you, as a community developer, are fully dependent on Facebook, remember this - you gave up your independence, you handed the bandit all the gold.
If you want to roll the dices, if you think this is a good business model for you, go ahead.
For me, it's not.