The Demise of Facebook
If you think your business should NOT be on Facebook because of recent headlines, Facebook fatigue, or a feeling that Facebook has lost its appeal, you are looking at social media all wrong.
The Demise of Facebook; Could It Happen?
Last year in January, researchers from Princeton’s Department of Mechanical and Aerospace Engineering released a study predicting the demise of Facebook.
The study used disease modeling to understand mass adoption and predict the subsequent decline of Facebook, claiming the social giant would lose 80 percent of its peak user base between 2015 and 2017.
Researchers wrote, “Ideas, like diseases, have been shown to spread infectiously between people before eventually dying out, and have been successfully described with epidemiological models.”
This non-peer review not only triggered an entertaining response from Facebook debunking the Princeton report, but it also inspired some interesting debates on the longevity of Facebook. We fully expect the study to reappear at the end of year. Until then, one thing is clear: we are currently in uncharted waters.
Where Does Facebook Go From Here?
All things considered, if Facebook does not evolve along with its users, then yes, we would expect the platform’s user base to decline. But Zuckerberg and his team are evidently uninterested in staying stagnant – as proved most recently by last week’s 19 billion dollar purchase of WhatsApp.
In regards to how Facebook fits into your brand’s social media strategy today, there are a number of factors to be considered; and predicting where Facebook will be two or three years from now is not necessarily one of them. With the current pace of innovation in the social media realm, it’s too difficult to look that far ahead.
The decision to use or not use a particular social media channel should be based on where your community is interacting right now. That is where you need to be.
Social Media Marketing and Brand Stories
The most important part of the social marketing equation is to be “social”.
Where is your target audience? What are they saying to each other, and as a brand, how do you make your story relevant for them? If you can answer these questions, you can determine a social media marketing strategy that seeks to leverage the best each platform has to offer.
At the end of the day, Facebook is a “tactic” not a strategy. The content you create for your brand may be specific, but the message – your story – is channel agnostic. In other words, social media marketing is not about a specific platform. What’s important is how you use them to tell your story. The key is to share your brand narrative across multiple social channels based on where you audience is and how they want to engage with your brand.