There’s been a lot of talk recently about a new Facebook algorithm that will make posts from companies appear in less than 2% of their fan’s streams. Unless, of course, the company wants to “pay to play” and sponsor the post. In that case, a paid update will appear in the streams of more of the company’s fans.
ROBYN Promotions has been pretty active on the various social channels the last few years. We have experimented with a variety of tactics to connect with our audience and drive sales. And, while we regularly review the effectiveness of campaigns on different channels, the latest news regarding Facebook made us take a harder, more discerning, look at our social media activity.
We have never made a sale based solely on our Facebook activity. It was a good way for us to interact with our friends, but it was never an effective channel for us to connect with other marketers (especially in our core business which is developing online company stores). Looking at the number of impressions lately, it’s crystal clear: our message doesn’t fit on Facebook. It wouldn’t make sense for us to pay to promote our posts.
Does this mean Facebook is a useless platform and we despise it? Of course not. It just isn’t a good fit for ROBYN and the time we’re spending on this platform is taking away from time we could be spending on channels that are effective for our business.
Armed with this knowledge, we have made a strategic decision to close our Facebook account. No hard feelings, Mark Z. We completely understand the “pay to play” concept and actively invest in marketing on social media channels. This just isn’t the right one for us.
This, of course, begs the question: What are the right channels for ROBYN Promotions? This blog has been a tremendous way for us to connect with our target market. So is our weekly email (if you don't already get it, click here!). And, we would love to connect with you on these social sites:
Posted on Fri, April 11, 2014
by Brian Blake