Its official. Facebook has killed organic reach for brands. So all of those hard earned “likes” are mostly useless. Really, I don’t know if I should laugh or cry. As an FB user in my personal life, I don’t mind losing some of the ads that creep into my feed. As a marketer, I harrumph that I can’t share messages with Moms who have liked us – signaling that they are interested in our brand content. Well, that’s not exactly true – I can share a post with all of them (or mysteriously some of them). But now I have to pay FB to talk to them.
Boy, were we duped! Marketing, PR, and Social media teams across the globe were busy beavers building up our substantial audiences. But we failed to realize that they are not our audiences – they are Facebook’s. I guess we should have seen this coming – even before last April when Facebook told us that they were reducing brands’ organic reach. At some point all of these free social platforms had to start showing some bank. There had to be a day when Wall Street demanded dollars instead of engaged users. So the Social Media Platform becomes an ad platform. Bam! Platform monitized and my brand’s followers are on somebody else’s asset sheet. Damn, I feel used.
So now when I get the FB pop up questions “what music do you listen to?”, or “what books have you read?”, I go into a little tirade that sounds like this: OH NO! I’VE ALREADY DONE ENOUGH WORK ON YOUR BEHALF! NOW I AM NOT GOING TO GIVE YOU MORE DATA TO SELL AD SPACE IN MY FEED!!!” I don’t think their most recent move was to connect people with better content, yadda, yada, yada. Facebook will still collect data on all of us and sell ads we don’t want into our feeds. I just don’t have to like it. Mama says so.