Is Facebook becoming irrelevant?

Is Facebook becoming irrelevant?

Julia Claire Campbell Facebook, Social Media 34 Comments

Is Facebook becoming irrelevant?

Yesterday I read a story in The Daily Dot that got me thinking.

Is Facebook becoming irrelevant for marketers?

I’ve determined that the answer is, thankfully, No.

The article (which I recommend reading) builds upon several stories and research done by The Daily Dot on what it calls “content spam”:

“Maybe you’ve seen their names ooze into your newsfeed? Teen SwagStylish EveDressesShut Up I’m Still Talking. These pages reach tens of millions of followers every day. Those people, in turn, like and share each other’s content, ensuring even newsfeeds get clogged with their fluff.”

It goes on to say that this “content spam” is taking over Facebook, pushing out relevant brand page content and text-only status updates from friends:

“Facebook is supposed to be about real people—about all the stupid, wonderful, shitty, brilliant, and boring things we do every day. Content spam has nothing to do with people. More and more, however, it has everything to do with Facebook.”

Interesting observation, but one that misses the point.

There is only one way to succeed on Facebook – whether we like it or not.

I am not one to “police” Facebook (although I completely disagree with their lax stance on violent, hate speech).

I think people should be able to post whatever they want. Facebook gives me the ability to hide them, block them and defriend them if I so choose.

If people want to share, like and comment on so-called “content spam”, (and they do, by the millions) then why should I stop them? (Of course, much of the content described by The Daily Dot is stolen, and that is a whole ‘nother story.)

I understand that marketers and brand page managers are frustrated.

Take a look at the most talked about brand pages on Facebook – not a brand, company  or nonprofit in sight. Not even Justin Beiber made the “most talked about” list!

This all goes back to what the biggest point I always try to make about Facebook and social media in general: People are people, first and foremost. They want to see content that resonates with them, that entertains, shocks, surprises and delights.

Facebook users have many different reasons for joining and using the social network.

I’m willing to bet that very few of those reasons are to connect with brands, companies and nonprofit organizations, or to be force-fed inane, inauthentic posts or pure advertising discussed as fun quizzes.

I sympathize with the overarching point of The Daily Dot’s Facebook criticism – that Zuckerberg and co. are continually making it harder to do what it set out to do: connect you with your friends.

Facebook’s motto is “move fast and break things”.

They are never going to be satisfied with the status quo, and they are never going to just leave the network alone and stop making changes and tweaks.

As marketers, we need to stop complaining about the unfairness of EdgeRank and start embracing the data and adapting what works for ourselves.

Do you think Facebook is becoming irrelevant? Why or why not? Please leave your thoughts in the comments section below.

photo credit: epSos.de via photopin cc

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