Why limited organic reach on Facebook will actually make us better marketers   Yes, my friends, you read that correctly. (And I know you did because I heard the collective gasp!) Whether we like the thought of it or not, Facebook is making us better marketers – and all for the sake of improving user experience. And while this may be the unintended result of bringing a brand’s organic reach on the behemoth of a social network pretty much down to zero, it’s undeniably true. Here’s why.   As with everything in this world, things change. Facebook is no exception to this rule. What started out as a rudimentary university-based student communications platform is now one of the largest display ad networks in the world. And, in my mind, that pretty much means one thing: if you want to advertise on Facebook, it’s definitely not going to be free.   So why is this seemingly obvious morsel of information important to mention on the heels of Facebook’s latest announcement explaining that its almighty algorithm would soon curtail the reach of brand posts deemed overly promotional? It’s simple, really. Facebook is telling marketers, “If you want your content to be seen organically, make sure it’s high quality and highly engaging; otherwise, do what you do in every other medium and...buy an ad!” So, as marketers, we really shouldn’t stomp our feet, shaming Facebook for making us actually pay to target their over one billion users with honest-to-goodness advertising. Who are we kidding? It wasn’t going to be free forever. And, truthfully, that’s not a bad thing.   It will force us to approach engagement and acquisition strategies from vastly different angles. It will get our minds off of constantly chasing for “likes” and “retweets.” It will inspire us to dedicate our time, energy, and, most importantly, budgets to building quality content that our target customers – new and current – actually want to see and experience. It will encourage us to think creatively about our social strategies and leverage a wide array of social networks in order to tap into the hearts and minds of our audiences. And it will serve as a reminder that adding depth to our own owned and operated branded communities will only further engage our customers in more authentic, relevant, and truly own-able ways.   It’s not surprising to me that a few thought leaders in the media and marketing worlds have touted Facebook’s announcement as “the end of social media as we know it.” After all, who doesn’t like a bit of hyperbole every now and then? But I think these criticisms are a bit self-serving. Facebook and Twitter, the two social networks that seem to be under the most scrutiny these days, are incredibly robust advertising platforms. They reach highly engaged audiences in vastly different ways – and that fact alone can add an interesting dimension to your earned and paid social mix. Sure, at one point both networks were squarely about building community and growing a solid base of followers. But we’ve hit a critical mass. The days of amassing followers have now given way to a focus on sparking engagement and converting leads to loyal customers. Again, as things change around us, we simply need to adapt and think about how those changes can positively impact future approaches to social marketing.   In spite of algorithmic changes, and quite contrary to what the critics say, we can still create and foster outstanding customer relationships through Facebook and Twitter; we just have to be willing to pay for it in order to reach the most relevant and targeted audience. And that’s one of the reasons why both platforms aren’t going anywhere anytime soon. They will undoubtedly continue to be a major component of our social strategies, that is until the next best thing comes knocking (but who’s really holding their breath for that?).   But that’s even more reason why it’s so important to reinforce your own websites and on-network communities with quality content, useful information, and a myriad of ways for your customers to engage with you, as a brand, as well as with others within your community. This will ensure that your customers always have an enjoyable, immersive, and, dare I say it again, frictionless experience with your brand, whether it’s on your own branded properties or via all the social channels available to you.   It goes without saying that it’s hard to teach old dogs new tricks. And I’d like to venture a guess that it’s even tougher to strong-arm a marketer out of a tried-and-true routine, even if change is staring them straight in the face. However, as marketers, we need to be nimble. We need to let go of the reigns a perceived status quo. We need to recognize that there are other means to engage our customers in the constantly growing social ecosystem available to us, besides our time-honored Facebook and Twitter stalwarts, that can also deliver unparalleled value and help us build equally dynamic and loyal communities. The future of social marketing is distinctly not about putting all of our eggs in one basket. And nor should it be. We’ve got a plethora tools and platforms to play with – including our very own websites and on-network communities – and that list keeps on growing. So, by all means, play away!   Though, as a final note, it fundamentally comes down to understanding the difference between developing great content and creating great advertising on today’s social platforms. When we consciously make that distinction and factor it into our social marketing strategies, success will follow. Guaranteed. That is, until Facebook changes its algorithm yet again… (wink, wink) ... View more