In my opinion, Facebook’s Mark Zuckerberg shot himself in both feet.
First, with their recent algorithm change which reduced the visibility of posts from business pages. Many business owners have reported less organic engagement and visibility.
Second, with their, albeit unknowing, selling of user data that allowed Cambridge Analytics to get the information of over 87 million Facebook users.
Facebook Inc. Chief Operating Officer Sheryl Sandberg outlined the ways she’s responding to a data-privacy crisis, saying for the first time that some advertisers have curtailed spending and acknowledging her team has a long way to go to reassure wary customers. Source: Bloomberg
Many Facebook users are defecting and heading to Instagram, Twitter and LinkedIn.
(Or are they? Check out the related articles below…)
- Those people who used Facebook to catch up with friends and family now use Instagram.
- Folks who looked to Facebook for the latest news moved to Twitter.
- Businesses, especially B2B companies, are fleeing to LinkedIn.
As a small business owner/marketer, what should you do?
If you’re B2C (business to consumer), focus on Instagram and Pinterest, primarily with Twitter and Google+ as secondary networks.
If you’re B2B (business to business), focus on LinkedIn and Twitter primarily and Google+ secondary.
If you’ve been doing paid advertising on Facebook, try these other networks. However, you may want to do organic content marketing first before spending money.
Look at your website analytics. If it’s showing a decline in visitors from Facebook, then you know it’s going to be affecting your conversion rate.
Look at your Facebook insights. A telltale sign will be seeing a reduction in page likes and post engagement (likes, comments, shares).
You can survey your customers to see which network they prefer.
Here are some other related articles on Facebook marketing:
- What Crisis? — 58% of Small Businesses Will Invest More in Facebook Marketing