I will cut to the chase; Facebook has sold its soul to Goldman Sachs and needs an enormous aircraft hangar of cash this year, or the share price will kiss Satan’s arse in the depths of Hell.
That means they are busy hiding posts, editing your Facebook stream to make sure the good stuff doesn’t get spotted by your target market and even persuading solo FB users – some of whom run back bedroom businesses – to pay to promote posts to friends. Desperate tactics.
The latest stats from Google Analytics confirmed what I suspected back in November when FB began its campaign of making all the time and effort put in by small business owners a complete waste of time and money. Post Views are down 60-80%. Comments down about 50%.
Twitter is now referring more traffic than Facebook, for the first time ever. Google + and Pinterest are starting to awaken like the sleeping giants they are.
Facebook can’t do anything else, but unless you’re Tesco, Mercedes, universal Studios or another megabucks brand that can spend cash, polus employ a pro team of social media content writers and bloggers to manage your FB pages, forget it.
For most small business owners, time – which is money – is better spent elsewhere.
ALTERNATIVES TO FACEBOOK
Google + Hangouts offer a superb opportunity. Set a time and day each week for answer questions – if you lack the expertise, then get an expert to sit in for an hour. They need to have personality – this is web TV don’t forget, attention spans are measured in milliseconds.
Likewise Google Communities have the same free marketing potential that FB had until 2012. Upload your content, like other communities, post a comment – form a circle, literally, with your wagons.
Spreecast - imagine You Tube crossed with Skype – that’s Spreecast. Have a live chat, product demo, advice session etc – then edit it as a 20 minute show. Use Twitter as a back channel as they do on Thursday nights ( UK time) with #SWchat. This is the future. Embrace it.
Authority Blogs – the Knowledge Graph is coming. Don’t know what that is? Well Google is about to stitch threads of authorship around the web, with a view to setting author rank, in the same way it sets page rank.
That means if you blog on sites like Huff Post, national magazines, newspapers, or anything with credibility, you’ll soon show up in the Knowledge Graph.
Or rather, your content, complete with backlinks, alt tagged photos and You Tube/Spreecast videos will.
What do you mean, you don’t know what an alt tag is for..? Oh #FFS.
Did you know I have a client called MCi Tours who gets 30% of his blog traffic from Google Images searches alone?
So yes, alt tag your photos with some sense, logic, keyword research and creative elan. Then cap it at about 15 tags per picture. It works.
It will work even better in the future, when more people browse from small tablets and smartphones, which means image search will be more finger/thumb friendly than typing quesries.
Edison would call it a light bulb moment. But it’s just SEO baby; a slippery chameleon of content.
So let’s all say goodbye to Facebook in 2013 and hello to creative thinking I generally do mine down the disco, so see you on the dancefloor. I’m the guy in the crazy shoes.