Chances are once you’ve published new content to your website, you automatically update your other social media platforms to reach friends and fans: you send out a tweet, update your Pinterest and LinkedIn accounts, share on Google+, and post to Facebook. What you may not know is the new content you just posted on Facebook will not automatically appear on your friends or fans’ newsfeeds. In fact, your content will reach smaller number of fans than before. If you want to ensure reaching all your fans, it will be at a cost.
In the good old days it was a given that your posts would appear in your fans’ newsfeeds (where people spend the majority of their time) but according to Facebook, the onslaught of content has increased competition for what is limited space. Over the past six months, Facebook changed its algorithm; now, fewer fans are reading your content in their newsfeeds.
Reaction to the changes at Facebook has been mixed. The small business owners profiled in the New York Times article, “Facebook Revamps Ads to Compete With Google,” are not complaining; in fact, some have embraced the changes. But comments posted by other small business owners to an Advertising Age article (“Facebook Admits Organic Reach is Falling Short, Urges Marketers to Buy Ads,”) are far from happy. To read candid comments on the relative worth of Facebook for business owners, irrespective of the changes, read “A Social Media Marketer Assesses Facebook’s Advertising Platform” (NYT).
There is no doubt that Facebook is an important tool for authors. It’s where you can generate “Likes” for your work, comment on posts, and interact with your fans. But with these new changes, you’ll have to decide whether it’s the right social distribution channel for you. Our recommendation? Your blog or website should be your top priority for three reasons:
1) you are in complete control of the site
2) your content is searchable on the world wide web
3) you can build your email marketing list by capturing the name and email addresses of people who read your content.
If you use other social media channels to reach your audience then by all means continue to maintain your presence on these sites—including your Facebook page. Every social networking tool has a purpose; you have to determine which one(s) suits you and where you want to invest your time. Just remember driving traffic to your website should be your main objective.
by Sarita Venkat