Facebook is about to get worse — a lot worse — and I think my days there are numbered. I can’t be the only publisher getting ready to give up.
I’ve posted a lot of fun (and/or thought-provoking) stuff on True’s Facebook page over the past couple-few years, and that page is approaching 10,000 “fans” (now called “Likes”). But even if you’ve clicked “Like” there, Facebook is showing the content I’m posting (and everyone else’s such “page” posts) to fewer and fewer of you. They want us page owners to pay to reach you.
That might make sense if I were pushing things for sale, but I rarely do; I can’t shovel money to Facebook shareholders for the privilege of entertaining their audience. Or, at least, I won’t! I haven’t given up on them yet, but it’s in the cards, which will make Facebook of less and less value to those visiting, which just results in a spiral effect — medics call it “circling the drain.”
Really: do you want to only see things that make big companies a “return on investment”?!
Facebook suggests I spend $30/day to get an estimated 29 to 118 “Page Likes” — or about 25 cents to over a dollar per Like. For what? So I have the opportunity to pay again for every single post to reach the people who have already said they Like This is True and want to see my posts.
I refuse to p(l)ay that ever-more-expensive game. And again, you should wonder about the companies who do choose to put that kind of money in for your attention. What will they do with that attention?!
Do the math: it’s almost $11,000/year to play their ever-escalating game.
It’s going to get worse, too: An article in Adweek yesterday, Facebook Reportedly Slashing Organic Reach for Pages, asks in a subtitle, “Is social net trying to force bigger ad spends?”
Well Duh! They note that “Organic reach [unpaid viewership] will be reduced to 1 percent or 2 percent.” So for my 10,000-strong audience, only 100-200 people will actually see what I post unless I pony up — and I just won’t. In the old days, I’d sometimes get 50,000, even 100,000 people seeing what I posted there, since so many would share what I posted. No more: a wildly popular post might now reach 5,000. With them cutting circulation to just 1-2 percent, I can’t be the only one ready to give up.
When? I’m not sure. Could be weeks. Could be months. But why go to the work and pay to increase Facebook’s audience? In the past, sharing meant that others were exposed to the This is True brand, but that’s clearly coming to an end.
So feel free to visit the page and see what you’ve been missing, even if you’ve already “Liked” it. If you do frequent Facebook, you can improve your odds of being shown what I post if you click “Like” on the things you like, or otherwise “engage” with the posts (e.g., by commenting or sharing). But at some point, I’ll be giving up, because Facebook will be going the way of MySpace: right down the drain.
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