In the business of social media marketing, Facebook is no longer willing to facilitate potential money making opportunities. Well, not without a payout that is. Thanks to Google’s ever evolving algorithm changes, the age of organic SME (small and medium enterprise) outreach is over and Facebook is following suite eager to reap its rewards.
Cotton Delo’s article, recently posted on AdAge digital, mentions that:
“The drop-off in organic reach continues to be a touchy subject for brands — especially those who invested in growing their fan bases. And it’s going to oblige them to up their content creation game in order to emerge organically from the morass of stories eligible to enter users’ news feeds, according to Digitas VP-Social Marketing Alex Jacobs. But having paid distribution on Facebook is also a given if they want to maintain the reach they may have once had when Facebook was a younger network and users had fewer connections to bombard them with content”.
This isn’t breaking news to the millions of merchants/users that have already suffered from outreach drop off, but it’s proving to be the most damaging to SME’s because, unlike large companies/corporations that have the funds to pay for “meaningful content” quantities, SME’s are now gaining close to nothing from their hard earned or even in some instances, paid for, boosted likes.
Jake Latendresse, owner of the Town Pump in Ft. Collins, CO., has witnessed the lack of outreach on his establishment’s Facebook page first hand. “We currently have around 500 page fans. The last time I checked the outreach stats, only 80 of the 500 fans saw my last Pump-related post. That’s quite a difference from where it’s been. As far as paying for people to see my post is concerned, I might be willing to pay if there was tangible evidence that it worked. I would also like for there to be more local outlets for social media marketing, for small business, but I’m not trying to pay for ‘likes’ or ‘boosts’ when they don’t mean much now anyway.”
When we asked Trecia Francois, the owner of Fashion Exchange here in Little Rock, AR., what she felt about Fashion Exchange’s recent outreach drop-off she said she’d never put much stock into the importance of Facebook. “I did buy a boost once, but I didn’t notice a difference in my following. I don’t need Facebook to advertise my business, I can advertise all I need on the store’s website or through QBOT and it doesn’t cost me anything extra.”
Robert Tju, the owner of Sushi Café, also in Little Rock, isn’t going to let Facebook sway him one way or the other. “ Facebook is mostly for social media. People use it when they want to talk to each other; information on there is rarely legitimate. My target demographic is everyone within 15 miles of my business. People are going to go eat, and they’ll come here if they like sushi. I’m not dependent on Facebook, and if they’re going to charge me to post business-related posts its not worth it.”
After talking with the owners of three different SMEs, one thing is certain…the future projection of small businesses willing to pay hefty fees for advertising on Facebook is…uncertain.
We, at QBOT, know how important outreach is to our merchants, and we want to be clear about what we have always and will continue to offer them. QBOT facilitates merchant communication with customers through two, soon to be three, different outlets aside from Facebook. We support merchant email campaigns, push messaging, and the newly added, soon to be functional, text-messaging feature (presently in beta testing). Never doubt that great value lies within an advantageous partnership with QBOT. So go ahead– check us out, we’re just a click away.