The Viral Loop: What To Do When Facebook Dies
By Nate Fleming, Strategic Guru, redpepper
Advertisers need to start thinking about what a social strategy would look like if there were no longer organic reach potential on Facebook. At least that’s the latest from Facebook representatives commenting on a recent Social@Ogilvy study showing that soon there may be no space left on Facebook for unpaid posts.
This might be good in that it could cause people to fully adopt a new way of thinking about how to succeed as an advertiser in the age of interactive media. The era of reaching people through their personal networks without having to “buy” your way in (i.e. organic reach) and having them share it with hundreds and sometimes thousands of their friends in an instant is not only possible but happens every day.
Mind you, some of the most effective media channels in history cost money to use. Television, newspapers, magazines, radio, billboards — all of which are still viable media outlets — cost money. And they cost money because they deliver eyeballs, ears, minds, hearts and, in the end, the almighty dollar. And now that Facebook has 1.3 billion pairs of active eyeballs (and everything that comes with them) per month, it is of course going to do what it can to capture its share of the trillions of dollars spent on media annually. Even if that means populating your news feed with paid advertisements.
To be clear, Facebook isn’t dying; it’s just becoming something new. Or old, depending on how you look at it. Ironically, the platform that helped define the “social media” area is quickly becoming its own antithesis. A paid media channel.
Let that sink in for a minute.