All Facebook recently\u00a0ran a story\u00a0with the headline:\u00a0SHOCKER: 3% To 7.5% Of Fans See Your Page\u2019s Posts. Except Future Buzz readers are already laughing that anyone thinks this is a \u201cshocker.\u201d<\/p>\n
Why? Because you already know to\u00a0focus opt in at the source\u00a0and de-emphasize time spent in other people\u2019s platforms.\u00a0And you already understand that stream-based platforms where you don\u2019t control the signal to noise\u00a0aren\u2019t the same\u00a0as a self-hosted community.<\/p>\n
Only 3 to 7.5% of your fans see posts? Well, yeah, and many probably ignore them anyway.<\/p>\n
So all we can do is continue to say what most digital marketers ignore: that the web is\u00a0more than Facebook and Twitter, and that the\u00a0reasons to self-publish\u00a0continue to\u00a0significantly\u00a0<\/em>outweigh the losses of\u00a0yielding your presence\u00a0to the stream.<\/p>\n Look, Facebook is fantastic place for a social outpost. Every company should be here, at the minimum to protect your brand and\u00a0at least<\/em>\u00a0syndicate content from your social hub. But you basically give up any competitive search and social advantage if you are purely relying on Facebook to get your messages out there. Distribution platforms such as RSS and email, while not as \u201csexy,\u201d nearly always have higher % views. That\u2019s because these channels are not stream based, rather\u00a0timeshifted.<\/p>\n Facebook is but one spoke of a broader mix of channels of distribution for your content. If you\u2019re still making\u00a0amateur hour mistakes, you\u2019re not even ready for Facebook. Go clean up your own web presence, pivot your marketing to embrace an owned channel and build a\u00a0platform agnostic\u00a0community. You should never rely on one traffic source, one social network or one search engine for visitors and community.<\/p>\n The rules can change at any time for each of them, and not all channels are created equal. Diversify and market holistically and you will be well positioned for\u00a0sustainable returns.<\/p>\n And yes, I made a\u00a0rage comic\u00a0for today\u2019s post (thanks John\u00a0for the creative input).<\/p>\n","protected":false},"excerpt":{"rendered":" All Facebook recently\u00a0ran a story\u00a0with the headline:\u00a0SHOCKER: 3% To 7.5% Of Fans See Your Page\u2019s Posts. Except Future Buzz readers … <\/p>\n