Want a good laugh this Monday morning? Check out the Facebook Breakup Letter that Eat24 published last Thursday. I’ll admit, I did “LOL” a few times.
The article was written in response to Facebook’s new post distribution algorithm (EdgeRank), which now limits the reach of all your posts.
(If you’re a Main Street Inner Circle member, then this should be old news that you already read about in the December 2013 issue of our members’ only newsletter.)
In the past, when you published an update on your Facebook business page, it would reach a large percentage of all of your fans, but those days are long gone. Now businesses are forced to pay for that same distribution that was once free.
In response to Facebook’s changes, Eat24 is threatening to jump ship and close down their Facebook fan page at 11:59 PM tonight. What do you think, is that a smart move? When things change, do you think it’s best to pack your bags and move elsewhere?
How you answer that question, reveals a lot about you and how you approach business and marketing. In this article, I’ll explain why change is actually a good thing for your business, and how to avoid making a big mistake like Eat24 is on schedule to make tonight.
Change Equals Opportunity
Here’s the reality with digital marketing: things change fast!
Google constantly updates their search algorithm and the layout of their search results. Ad networks, tactics, and formats are constantly evolving. New devices like smartphones and wearables are now forcing change in nearly every digital marketing tactic. And a hot new social media platform is bound to pop up any minute now.
Change is often scary, so most people avoid it at all costs. But in business and marketing, change equals opportunity! Every time Google shakes up the search results, you have an opportunity to overtake your competitors. If you’re one of the first businesses to try a new ad format like YouTube’s TrueView ads, then you’ll reap the benefits of low cost, targeted traffic before your competitors. Or, in the case of Eat24, if you realize Facebook is now a highly targeted ad platform, and you change your tactics accordingly, then you’ll think twice about deactivating your account.
It’s all about perspective. Sure, it was a heck of lot better to get free exposure via Facebook than it is to pay for it now. But doesn’t that also mean it’s now harder for other businesses to reach your prospects and customers? When Facebook changed their platform, they gave some businesses a real competitive advantage.