Summary of a Twitter chat about using Facebook for content marketing.
His argument ran something like, “I’m a writer. My job is to grab my readers by the throat and convince them of the value of my content, using only my words.” To this guy, images were a distraction at best, and an example of pandering to the lowest common denominator at worst. Just because people like bright and shiny things didn’t mean we should cave—in fact, it was our responsibility as content providers to stand firm against the onslaught of the catchy visual!
If you’re a social media type, you must have noticed that in recent months Facebook, once a lynchpin of many a content marketing campaign, has begun to lose its luster.
Businesses that had invested countless hours building up a loyal following of “Likes” on their Facebook Pages began to notice last fall that something was amiss: despite their healthy numbers, relatively few of those who’d liked their page were actually seeing it in their newsfeed. Whereas once they might have been able to count on upwards of 75% of their likes receiving their page notifications, that percentage seemed to dwindle steadily. These days, it’s not uncommon to find that only about 5% of those who’ve liked a page will actually see anything posted on it.
A week-old video on fraudulent Likes has amped up a simmering debate on whether Facebook is a reliable platform for online marketing and community-building.
The fun began February 10 when Derek Muller, host of the Veritasium science blog, posted a nine-minute account of his tour through click farms, Facebook ads, and a deliberately horrible test page called Virtual Cat. Some of the pushback is coming from Lindsay Fultz, a friend of our firm and a Facebook marketing powerhouse who’s done a great job helping brands find their following online.
What would you do if Twitter stopped tweeting and YouTube suddenly went off the air?
Particularly if you lived in a community where television outlets were consolidating, radio stations had cut local programming, and the venerable daily newspaper was on the verge of shutting down?