Can you get Facebook to work for you, or is it all a waste of time and money?

I read this blogpost today, over on Queer Ideas: “If Facebook isn’t the future of social marketing, what is?“. Now – the author of the post, Mark Phillips, is a brilliant, brilliant man, and normally I agree with everything he says – as should you. On this one however, I have to somewhat disagree.

Mark references a report from Forrester, that says most organisations (also companies, I believe?) do not get much engagement back from social networks such as Facebook and twitter. The report (as I understand from Marks words), sort of suggests that this is a waste of time.

I have no doubt that the research is correct and that most businesses do indeed not get much back from their social channels. It is the conclusions – that this is the fault of the channel – I absolutely disagree with.

You see, most organisations and businesses are completely doing it wrong.

How many organisations do you know, who work with a comprehensive publishing plan where each and every Facebook post has a goal that is then measured and analysed?

How many organisations do you know who re-write each and every Facebook post 5 times, and put as much care into these words as words in an ad?

How many organisations do you know, who has a defined personality of who they are in social channels, that makes them recognizeable?

Not that many I will presume. And that is why they are not getting much back from their social channels.

Shit in, shit out.

As Facebook grows, it is only going to get harder to get organic reach. With 500 friends and 1-200 pages people follow, there are tens of thousands of posts Facebook could choose to show in your newsfeed. It’s only going to choose the best stuff. The stuff you usually interact with and find interesting. How do you expect to be one of those top 1-2% of posts, if you are not putting in the time and effort? You are not the pictures of the very cute babies in their lives. So you have to work harder.

You have to take the time to reply to those who do something for you. Even if there are 20.000 of them over a two week-period. You have to make sure you don’t talk like a robot. Like a press release. You have to make sure you don’t bore people to death. You have to become a personality. You have to plan, and work on it, and for the love of [insert your deity], you have to send people to good landing pages! Most landing pages are not prioritised, they are not user friendly, and they are not adapted for mobile. And from Facebook, most of your visitors are mobile. You have to do the work.

If you do, Facebook is one of the most rewarding channels. The Norwegian Cancer Society regularly gets a return on investment of about 8 when they advertise on Facebook. Most of that from donors who are new to the database. Those results are possible because they have done the ground work. I have worked with clients where we have increased organic reach tenfold just by paying closer attention to what is put out there.

I’m fairly certain that if you sent out a piece of direct mail that was a first draft, with a return form made of toilet paper, without a return envelope, where half the text was hidden behind another piece of paper – to people who do not know a single thing about what you do – that wouldn’t work so well either.

So that’s it. Fix your website, and put in the time and work to the social channels. Realise that just like not everyone opens the envelope you send them in the mail, not everyone is going to see your every facebook post. That’s okay. That doesn’t stop you from trying.

Do that, and I’m sure Forrester will have different results later on. 

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