Do you dream of building a big following on one or more of the major social media channels? Don’t bother – it’s a waste of your time and it’s important you understand why.
It wasn’t always that way. During the last decade, the bigger your social networks were, the more people you could reach. Many of your posts to Twitter, Facebook, LinkedIn and other social channels got a decent number of likes and shares. As the volume of messages on these networks has grown exponentially, that’s no longer the case.
The social networks are changing. In order to support these massive numbers of users, the major social media networks have turned their attention to growing their revenues. In many cases, they’re reducing the number of followers who can see your free updates. If you want to be seen by your target audience, you must now pay for that privilege.
Twitter, LinkedIn, Facebook, Medium and other channels now decide how much your content is visible to the world. Lately, those numbers have been going down:
- Posts to your Facebook company page are now shown to only 2-3% of your followers. That’s abysmal!
- Twitter and LinkedIn, have been modifying their search algorithms to de-emphasize organic (free) content so they can serve more paid advertising in your streams.
Don’t build your house on rented land
In today’s online world, there’s a real danger to “building your house on rented land.”
In other words, by publishing your content on platforms and channels you don’t own or control, you run the risk of them unexpectedly changing the rules and compromising your brand’s visibility. This is happening more frequently today. Imagine, for example, the Fortune 100 consumer products company that invested hundreds of thousands of dollars building a million-person audience on Facebook – only to discover that only a fraction of this massive audience can see its updates. That big investment is now practically worthless!
A common-sense approach to social media
In this constantly shifting environment, your best bet is to focus your content on platforms and channels that you DO own. Your website is the first and most obvious place to do that. What does this mean from a tactical standpoint?
- Your website should serve as the hub of your online presence. Think of your social media accounts as spokes joined to it. Your posts on these channels should always lead visitors to your website – for example, to download a new report, read a blog post or learn more about a new product.
- Because your free posts aren’t likely to reach as big of an audience as before, you should consider selectively using paid promotion to ensure that other potential customers can see your most important updates.
- Your ultimate goal should be to provide these visitors with such great value that they will subscribe to your enewsletter. As you may have already guessed, a list of confirmed email subscribers is another asset you own and control. You can communicate with them whenever you want, within reason.
Subscribers versus sales leads
One final note: You may believe you already have a list of subscribers because your website is generating sales leads. But they are not the same. A sales lead is an inquiry about a specific product, service or need that a prospect has. It doesn’t explicitly give you permission to communicate with them on an ongoing basis – any more than meeting someone once at a cocktail party means you can call them every week. A subscription, on the other hand, gives you explicit permission to communicate with them over time.
Now that you better understand what’s at stake, it’s time to make some adjustments in your content distribution strategy. Focus on building your house on solid ground – the web properties and assets you own and control. Good luck!