What would we do without Facebook in our lives?
It’s really hard to imagine — even though the social media giant hasn’t been “a thing” for all that long.
Since becoming available to the general public just 12 years ago, Facebook not only changed the way we stay in touch with our friends and families and consume news, it has created a whole new avenue for businesses to reach customers, expand their brands and grow their bottom line.
All successful digital marketing strategies include Facebook, which is why it’s important to take note of a recent survey by the Pew Research Center.
To put it simply: More and more Americans are turning away from Facebook, especially those younger than 29.
- 54 percent of the adults surveyed said they increased their privacy settings
- 42 percent said they’ve “taken a break” from checking Facebook for several weeks at a time or more
- 26 percent said they deleted the Facebook app from their phones
- 74 percent said they’ve take one or more of the above actions in the past 12 months
Privacy concerns, as well as questions about the platform’s role in American politics, have caught up with Facebook, and experts are predicting an even bigger departure of users in the future.
Here are three key takeaways for small and medium local business owners like you who might be concerned about how this shift in American consumer behavior could affect your ability to connect with new and existing customers beyond your website.
1. Look at your basket.
Are all your eggs in it? Facebook is the biggest social media platform, of course, but it’s not the only one.
If you haven’t already done so, consider how your business could benefit from other platforms. Integrating sites like Instagram, Twitter, LinkedIn, YouTube and Snap into your marketing plan is smart strategy. Each site offers its own potential audience and new ways to reach new eyes.
2. Meet your neighbor.
Take a look at your existing Facebook followers. What kinds of posts do they respond to most? Offers for discounts? Photos? Thoughts of the day? When have you seen the biggest spikes in followers lately? What caused that spike? Was it a post that got shared? Was it because of a sponsored post? Knowing your Facebook “customer” will help you maximize that particular audience and will help you develop a balanced plan for expanding your reach through other sites.
3. Take a look inward.
Are you doing the most you can on Facebook? While the Pew Research Center survey is clear that the landscape is changing for Facebook, it by no means says that the medium is dead. Facebook is still the biggest and it’s still an excellent and significant way to reach customers beyond your website.
Now is a good time to put yourself in your Facebook followers’ shoes. What do they see when they go to your page? What impressions of your business are they getting? Assess the scene and consider the things that could be better. Are you posting enough? Are you interacting enough? Is your business ethos and message coming through loudly and clearly?
The United WebWorks digital marketing team can help you navigate social media changes and increase your effectiveness online. Set up a free consultation today.