I never tried to hide my love/hate relationship with Facebook. But this time I make it official: I’m going to spend less time on Facebook, and more time on other platforms where I’m not actually wasting my time!
Facebook’s Edge Rank makes it extremely difficult to achieve good results from Facebook. 96% of fans don’t go back to a brand’s Facebook page after initial engagement! In other words: all these nice tabs that you created and customized barely get noticed! But it gets even better: out of all your followers who like your page, only 16% on average actually see your posts!
And I know the Facebook Gurus will tell you that you’re not doing it right, that you should be getting more engagement, more likes, more love… but is it really worth all this effort, if in the end only 16% of my followers see my updates?
Facebook has most of us hooked – we want to stay in touch with family members & friends. This means that we are in a relaxed ‘leisure’ mode when spending time on Facebook. I’ve never logged in to Facebook with the plan to spend money or make professional relationships on Facebook. And it’s the same for most of us.
This being said, businesses who are active in this ‘leisure’ industry might still be successful on Facebook, at least if they pay for their posts to get more visibility. I’m thinking of travel agents, beauty salons, shoe or jewelry stores for example. But for the rest of us ‘service based’ entrepreneurs, I really don’t see the point anymore.
Now, I still think businesses nowadays are expected to be present on Facebook. It’s almost as if you didn’t exist if you don’t have a Facebook page. However I’m on a mission to convince Small Business Owners to stop wasting their time trying to keep up with the latest changes, coolest tricks on how to get more engagement and wasting money on paid campaigns just to get more ‘likes’ who will most likely never see your updates anyway. I will use Facebook to post content (my own and other people’s and will always respond to any messages or comments I get. But I’m no longer investing precious time to get this ‘engagement’ that Facebook Gurus tell you is the answer to all your problems.
Well, personally I’m a big fan of LinkedIn, but I’m also paying close attention to Google+ and I like what I’m seeing. I think more and more people will shift over from Facebook. Feel free to add me to your circles on Google+ 😉 Twitter is also good if you know how to use it. But more than ever I think it’s time to refocus on your website or blog. Submit regular content in order to grow your e-mail list. Your subscribers are your VIP crowd. They are the ones who love and share your content and are most likely to become clients one day.
So stop wasting time to try to crack the secret code of the Facebook Edge Rank and invest that time in creating content for your loyal e-mail subscribers!
I’d love to hear your opinion about this in the comments!
I’m a LinkedIn Specialist & Online Presence Mentor and help you convert your presence online into paying customers. I’m also the creative brain behind the LinkedIn Challenge, an event that has helped 1700+ people so far to improve their knowledge about using LinkedIn for business. I live and work in beautiful Switzerland and have helped hundreds of clients from all over the world breathe life into their LinkedIn profiles. I also work with local companies here in my little country to increase their visibility on this powerful professional platform. And finally it’s no coincidence that my business is called Simplicity: I’m known for my simple, no-nonsense Swiss efficiency, mixed with a good dose of Californian ‘yes we can’ attitude!
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