A couple of weeks ago, President Mark Zuckerberg announced ginormous changes to the Facebook news feed algorithm.
By the reaction, you’d have thought he announced a new Terms of Service that allows Facebook to take your first born.
People are flippin’ out about this change (basically Facebook is prioritizing posts from friends and family over public content in the News Feed).
A good friend of mine owns a company that manages social media campaigns for businesses. She’s been blasted with emails and phone calls from clients all wanting to know the same thing…
“What does this mean?”
Her answer (which is the right one by the way) is “I don’t know yet.”
But that doesn’t stop all sorts of so-shill media pseudo-experts from jumping on their high horses and ranting on about how this is the end of Fakebook, how this is gonna screw business owners, and making other hysterical claims.
Personally, I find it highly amusing to watch all these snowflakes whip each other up into frenzy and get their panties in a bunch over things they can’t control and, in reality, know little about.
But if we can melt the snowflakes away for a moment, I can tell you exactly what this Fakebook nonsense means for your business…
1. Marketing platforms, tactics, websites, etc. change.
All. The. Time.
When this happens, there are winners and there are losers.
The losers are the ones who cry and complain about the way things used to be… How the changes screwed them over… And how they want things to go back to the way they were.
The winners adapt.
2. If your marketing is built on platforms others control, then you are much more vulnerable when those platforms make changes.
If Fakebook, Twitter, Google, Instagram, Pinterest, etc. is the center of your marketing universe, your business is dangling off the edge of a cliff.
One slight jolt to the landscape and you’re going over and down… hard!
(Even moreso if you’re relying on their organic or “free” traffic. Paying for traffic is safer cuz these companies gotta make their shareholders happy.)
That’s why it’s so important to own and control your own marketing platform (i.e. your website, your email list).
When you use those as the primary means to communicate with/market to your tribe, you’re on much more stable ground.