I’ll never forget the day Scott Stratten changed my mind about Facebook. Forever.
He was speaking at a conference and said to the audience, “You’ve been living rent-free on Facebook’s land and now it’s time to pay the rent.”
Scott was referring to the infamous decision by Facebook to decrease the organic reach of fan pages while simultaneously boosting its advertising platform.
In other words, Facebook is now pay-to-play.
While this isn’t categorically true, Facebook has admitted they are purposefully limiting how many fans see your content. If you want more than 10-12 percent of your fan base to see your stuff, you’ll likely need to pay to reach them.
On the surface, one might initially react as I did. Sort of like Lucy yanking the football away from Charlie Brown just as he’s about to kick. “Hey! What’s the big idea?!”
But when I stopped and thought about what Scott said, it made perfect sense to me. Here I was, bemoaning a capitalist endeavor for being, well, capitalist. Here I was whining and complaining about a business leveraging its assets to make a profit, when I was trying to do the same thing myself.
Facebook has a product people want. They have every right to charge people for their product.
It reminds me when I was in high school, working at a grocery store as a bagger. At one point, we had a magical vending machine in the break room. If you hit a certain key combination, you could get anything you wanted from the machine for free.
Then, one day, the combo suddenly stopped working. I don’t know if someone caught it and fixed it or if it was just a glitch in the Matrix. Either way, the gravy train stopped. If we wanted the goods, we had to pay.
Facebook has been a free vending machine for so many of us. Now it’s time to pay the .75 cents for our Snickers and stop whining.
When my Facebook paradigm changed, I saw the platform in a whole new way. Instead of “Facebook’s forcing me to reach fans! Boo-hoo!” I had the ability to connect with current and potential clients and customers from around the globe for cheap. What a privilege!
If you’re still pouty with Facebook for changing how many fans see your posts, here’s a few helpful solutions for moving forward:
1. Move your fans into an email list. If you want to capitalize on the organic reach you’re still able to get, tell all your fans to join your newsletter. This way you’ll have access to them regardless of what Facebook decides to do.
2. Experiment with ads. You’d be surprised at what you can do with $30 a month going to Facebook ads. We’re not talking about breaking the bank. This is a small, teeny, eentsy-weentsy (technical term) price to pay for connecting with your audience.
3. Don’t use Facebook. You aren’t being forced to use it. Facebook doesn’t owe you anything. Mark Zuckerberg is not holding a gun to your head. If you want to swim in Facebook’s pool, you have to play by Facebook’s rules. It’s that simple.
It is in the scorpion’s nature to sting. It is in a businesses nature to generate revenue. You have a choice in the matter. Do not be misled.