What Can’t Facebook Do?

My clients are always asking me how relevant Facebook is, as part of their marketing strategy, as they are feeling their content is getting less and less engagement. They are correct — their organic content is being viewed far less than before. Facebook announced earlier last year that it wanted users to see more content from friends and family rather than from businesses. In fact, Facebook Business Pages are getting less than 2 % of their followers seeing their organic content now. Although it appears that Facebook is being nice to us users in knowing that we are more interested in our friend’s and family’s posts this may be a little too altruistic. Facebook is a business, and they change their algorithm regularly to make money. The reality is that they want businesses to pay for the social reach. So, when my clients ask me how relevant Facebook is, I reply that content and posts are only one component on how Facebook can assist in building a brand. Facebook is more than just social sharing. Brian Solis’ Conversation Prism, a visual map of social media networks that divides different platforms into specific categories, could have Facebook in many different categories such as live streaming, reviews, events, messaging, professional, e-commerce, micro-blogging, crowdfunding and so much more.

Below are the different social media platforms that Facebook offers the same applicability:

Communication

• WhatsApp — Facebook has Messenger that can be also used with either WiFi or data
• Phone texting — Facebook now has Messenger where you can text, and send GIFS
• Skype — Video calls can be made through Facebook Messenger and you can even add filters

Reviews

• Tripadvisor — Facebook has reviews where you can leave comments and rate the business

• Yelp — A person is able to check in at a business

Professional

• LinkedIn — A person can link to all business pages they are presently or have a history with
• Indeed — job posting that will be seen using keywords as well as being able to boost

• Google Hangout — (Does anyone use Google Hangout anymore?) Video live and streaming with evergreen presence

• Youtube — Watch what everyone else is watching. Bookmark your favorite shows

• Google Business Validation — Facebook also has Business validation that helps with SEO

• Google Analytics — Facebook has analytics that works that same way as Google for a website

Social

• Snapchat — Facebook has stories that are present for 24 hours. These are invaluable since not only do you see who sees them but also all your followers will be informed that you just posted a new story
• Eventbrite and Meetups — Facebook has event postings which is essential for awareness. Whether it is for a sale, open house or concert these postings have keywords and will be seen from not only people following your Facebook Business Page but also those that have expressed an interest, lives in the area or sees a friend is interested

Commerce

• Kijiji/Craiglist — Facebook has not only group that you can sell your products in but also a marketplace that uses keywords to make your product searchable

Crowdfunding

• GoFundMe — Facebook now has an opportunity to post non-for-profit organizations or a personal fundraiser and people can donate on your behalf

Mark Zuckerberg has stated that “Our strategy is very horizontal. We’re trying to build a social layer for everything.” Mark my words, we will soon be able to stream music, edit videos and book vacations through Facebook.

So, is Facebook relevant to businesses? Yes! They are so relevant that Facebook Business Pages have a high SEO and may show up higher in Google search than a website. So, try to use Facebook differently. Do not just look at it as a social share platform but rather as a multifaceted social network that can make an impact on your bottom line.