With so many “Social Media Experts” running around out there, its amazing that business owners don’t know how Facebook actually works. If they did, they would know that Facebook, although it has a large number of users and everybody is on it, that a “Like” is more of an ego thing at this point than anything. The perception is reality though for too many businesses and we hate to burst your bubble, but Facebook isn’t really doing as much for you as you believe it is. Here’s why.
Think about Facebook as a magazine. Sure there are plenty of articles that you COULD look at, but chances are you don’t have the time and frankly the interest to read every article. You read the ones you like and the rest might as well have never been written as far as you’re concerned. What Facebook does to enhance user experience is they look at what people, pages and things you and your friends do look at and interact with and uses an algorithm called Edgerank (http://m.techcrunch.com/2010/04/22/facebook-edgerank/) to determine what shows up in your feed. This makes it so only relevant stories and posts show up in your feed, so you don’t get bombarded with all 1000 of your friends status updates, which would get pretty overwhelming.
In plain English, if I don’t go to your page with relative frequency or my friends don’t go to or interact with your page, what you are posting doesn’t show up in my feed.
So what does this mean? Lose your ego and the assumption that people are seeing every post or status update that you put out because they are not. Stats show that brands are not getting as much out of Facebook as your “social media expert” is having you believe. (http://www.marketsentinel.com/blog/2011/08/can-facebook-work-for-brands/) Facebook is NOT the new television or radio and should not be thought of as a mass marketing medium. Rather, it should be used as a way to engage your loyal, smaller group of fans and followers and should be used for customer service.
Conclusion: Diversify your digital presence by having a blog and multiple social networking channels if you want the most effective way to ensure that your messages are really being read and implement an SMS/text marketing campaign.