Facebook SubscribeFacebook heresy

I’m going to commit Facebook heresy here and opine that the only people making money on Facebook (or off Facebook, if you want to take a more jaded view) are

  • the Zuck crew (Facebook itself),
  • brands that are already household words (Victoria’s Secret, for instance), and
  • people selling products to create a Facebook presence (I’m one of those)

I have a lot of clients who want to be on Facebook, because they see Facebook statistics like this:

Facebook user statistics june 2011

And they want to be in front of those 500,000,000 Facebook users.

What they don’t understand is that those 500,000,000 users have posts that are getting ahead of the message my clients are putting out!  Facebook is designed to be a moving, roiling, living thing, where updates are instant and whatever was posted five minutes ago has scrolled off-screen.  And if that weren’t enough, the Facebook gods have adjusted the display algorithms so that custom Facebook page messages are at the bottom of the heap.  Literally.

Real-Time Activity of Facebook Users

Facebook post activity june 2011

You’ve really got to have something to compete with 30,000,000,000 other posts.  Whattya got??

And, half the users on Facebook are on mobile devices:

Facebook statistics for mobile devices june 2011

You’re kidding yourself if you think these people are reading your posts.  They are POSTING to their facebook profiles, uploading photos and responding to messages they get from people the Facebook gods have deigned to place in their stream.  Comments on their posts, direct messages, when their posts are liked . . . IF they have that notification set up.  In reality, they may only be Posting to Facebook, not reading it.

Are you giving up on Facebook?

No Way.  I’m going to suggest that you use Facebook for what it is and leverage the strength of all those numbers up there to your advantage by making some changes to your website.

I’m talking about OpenGraph and the like button technology that Facebook introduced with Social Plugins. You can add these to websites, WordPress Blogs, even .mobi sites.  And they will bring you traffic.

Next up: Facebook to Page Creators: If You Can’t Run with the Big Dogs, Stay on the Porch!