— blending the mix

The missed-point in the Facebook reach debate

It’s a simple enough story:

  • newsfeeds are increasingly busy
  • facebook needs to take a more balanced approach to what is shown and more of what Facebook’s users DO want
  • unfortunately for brands, that isn’t their content
  • having spent years creating audiences, brands are (understandably) frustrated that this content is not automatically being seen
  • BUT, they can pay for Page content to be seen

Here is where it all starts to get dramatic though:

  • Nate Elliot (Researcher at Forrester) claims that efforts in Facebook and Twitter are pointless and investment should be re-directed to more niche channels
  • the world explodes in outrage at Facebook
  • Jerry Daykin (Global Digital Head, Global Digital Director for Mondelez at Carat/Dentsu Aegis Network) retorts with a classy response as to ‘why Nate’s challenge is valid, but the solution is fundamentally wrong’
  • but Nate is wrong and Jerry partly misses the point – and in some respect gets to the heart of why there is such problems in social media effectiveness

The problem:

  • nobody has mentioned the power of Facebook and Twitter for customer service
  • without well-managed CS systems, any attempts at reach will fail – you will just get bombed with critics
  • good Social CS gives you the permission to do the fancy brand/reach activity
  • social CS is unquestionably accountable
  • but social CS is clearly ONLY ONE use of FB or Twitter (in the same way that reach is)

Lesson:

  • every platform plays a role to a greater or lesser extent
  • your strategy objective must be to understand how much to turn the dial on each to achieve your goal – then measure that impact in ways that mean something to the business
  • It’s too reactionary to suggest that either channel is failing if all ‘uses’ of those channels are not considered
  • It’s never been more important for your (and social media’s) credibility, to align your social objectives to your business objective – why invest in something that doesn’t meet your commercial goals?
12 comments
  1. @topgold says: November 20, 20144:55 pm

    Free advice: Align your social strategy with your business priorities. http://t.co/WkUQ8g7BK4

  2. @RobJefferson says: November 20, 20145:25 pm

    RT @paulfabretti: The missed-point in the Facebook reach debate: It’s a simple enough story:
    newsfeeds are increasingly busy
    fac… http://…

  3. @Whatleydude says: November 21, 201410:51 am

    ‘The missed-point in the Facebook reach debate’ http://t.co/XNre9OieNY a great post from Mr @PaulFabretti

  4. @paulfabretti says: November 21, 201410:53 am

    RT @Whatleydude: ‘The missed-point in the Facebook reach debate’ http://t.co/XNre9OieNY a great post from Mr @PaulFabretti

  5. @n_waterworth says: November 21, 201410:54 am

    RT @Whatleydude: ‘The missed-point in the Facebook reach debate’ http://t.co/XNre9OieNY a great post from Mr @PaulFabretti

  6. @Thomas_Chant says: November 21, 201411:00 am

    RT @Whatleydude: ‘The missed-point in the Facebook reach debate’ http://t.co/XNre9OieNY a great post from Mr @PaulFabretti

  7. @tdgme says: November 21, 201411:03 am

    #Facebook: “It’s never been more important… to align social objectives to your business objectives” h/t @whatleydude http://t.co/TjxpPK7SFy

  8. @petehotchkiss says: November 21, 201411:12 am

    RT @Whatleydude: ‘The missed-point in the Facebook reach debate’ http://t.co/XNre9OieNY a great post from Mr @PaulFabretti

  9. @helenl says: November 21, 201411:17 am

    RT @Whatleydude: ‘The missed-point in the Facebook reach debate’ http://t.co/XNre9OieNY a great post from Mr @PaulFabretti

  10. @MattMoran33 says: November 21, 201411:20 am

    Nice post from @paulfabretti – bringing some clarity to the Facebook Newsfeed debate >>> http://t.co/mVL2f7LcSB

  11. @Metia says: November 21, 201412:08 pm

    RT @MattMoran33: Nice post from @paulfabretti – bringing some clarity to the Facebook Newsfeed debate >>> http://t.co/mVL2f7LcSB

  12. […] service is still woefully bad in most cases, and yet this is what changes brand opinion the most. This blog post postures that good social customer service allows you to be active in the social […]

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