Facebook Fatigue, and What to Do about It

This post was written by John White on Thu, 21 Oct 2010 12:16:50 +0000
Posted Under: blog,social media,tell your story

Every phenomenon reaches a point where everyone is gunning for it. Facebook’s time is here.

Fatigue Kills In CanadaJessica Shieh reports in Marketing Profs that recent studies suggest the buzz around Facebook may be in the fast lane to diminuendo.

For many of us, dizzied by the number and variety of social media channels in which to tell our story before our competitors get there and tell theirs, it’s not too soon. “Whew,” we gasp, “now we need to focus only on our Web site, blog, Twitter profile, e-mail campaigns, direct marketing and videos.”

Facebook less popular to whom?

What the decline in popularity of Facebook means – if there really is a decline – is that you need to court prospects elsewhere. If you have engaged followers and paying customers on Facebook, however, they’re probably not ready to throw the towel in by a longshot. They’re still having a good time on your fan page, and you’ll do well to continue giving them one.

I hope you’ve been feeding your website and blog all along though, since unlike Facebook, those are properties you can own. They’re also zones in which you can play by the normal, healthy rules of search.

But maybe you’ve benefited from the information about your followers for which Facebook is taking so much flak lately. If so, personalize while the personalizing is good, and transplant what you learn about your followers into buyer personas to implement on your own site and blog.

So, yes, you should heed Jessica by hoping for the best (the Facebook witch hunt will chug along innocuously) and planning for the worst (you need to depend exclusively on your own site and blog).

John White of venTAJA Marketing is a marketing communications writer for technology companies. He posts about technology writing from the perspective of the marketing manager. It’s dirty work, but somebody has to do it. Download his eBook, “10 Questions to Ask When Hiring Your Marketing Communications Writer.”

photo credit: chadly

Reader Comments

Sometimes ‘social media’ hype reminds me of a snake eating its own tail. Or perhaps, that’s just some social media marketers devouring their young… 😉

If someone’s shopping / researching for a new network infra solution, sure, FB and LI and Twitter are useful to check on what independent consultants are chatting about. They can be a mine of information since it’s in their own interests to be knowledgeable and helpful.

However, I’m not so sure about the value that an IT vendor’s FB fan pages (for example) add to a busy IT Pro’s day.

Back in the day, if I wanted info or an update from a networking vendor I’d shoot (!) the account rep an email and ask for a presentation, links to relevant white papers (on their site!) and a tech SE contact to answer any follow up questions. That worked well because I could see how/when he or she responded and gauge if I wanted to go further down their marketing funnel or just stay on the periphery.

Perhaps I’ve just been in Japan too long and become infected with the “face-to-face” virus of vendors and prospects getting to know each other via meetings formal and informal.
There’s still a lot to be said for looking in to the eyes of a real person when they’re proposing to charge you mega yen for some silicon and software 🙂

5-10 years (wild-assed guess..) I imagine that high quality telepresence solutions will be available to almost all broadband users. Might that be the killer ‘business social media’ app?

#1 
Written By Mark McClure on October 22nd, 2010 @ 19:33

Mark:

I hope it’s not 5-10 years away. My client Nefsis is seeing Web conferencing (the “low end” of the conferencing market) move up to eat more of the telepresence-ers’ lunch. USB 3.0 Web cameras will soon be here, and HD video conferencing will move out of the realm of 4/5/6-digit products and into the threes. You won’t need to cross an ocean to look clearly and sharply into that real person’s eyes.

#2 
Written By John White on October 23rd, 2010 @ 8:45