Well, Facebook has done it again…changed their algorithm and messed with marketing strategies.  This time, it will be changed so you will see more of your friends’ posts and fewer posts from business pages that you follow.  This may sound like a good thing, but let’s look at why it really isn’t…especially for small business owners.

Mark Zuckerberg has admitted that it will most likely cut down on the time people are spending on Facebook. That’s strike 1.

Strike 2 is that people will see much less in their news feed from Pages that they follow.  This  will dramatically impact small businesses who use Facebook as a source of marketing.

There is a work around so people can see your Facebook Business page first in their feed, but it’s very cumbersome and the individuals have to take some extra steps to make it happen…AND you can only choose 30 people or pages to show up first in your news feed…strike 3.  When someone has only 30 “see first” slots, how likely are they to choose your page over their friends and family?  Yeah, not so much, right?  (The instructions are listed in this article, if you’d like to see the process.)

UPDATE: Facebook’s Learn More Page

Oh, why did Facebook make this decision?  Most likely, money.  They will be able to sell more “sponsored” stories and ads to show up in your news feed, since your business page updates probably won’t be showing up for free.  This is the very type of thing that I have been saying for years; read my post Facebook Fallacy.

Many small business owners think that a Facebook business page is just as good as having a business website.  While having a social media presence is important, it was never intended to be the sole web presence for a business.  Some considerations:

Facebook

• Facebook algorithms change all the time. What may be visible to your followers one day may disappear the next.
• Facebook could start charging businesses for their pages without warning.
• Facebook has the right to disable your page/account – selected parts or in its entirety should you violate any of their terms or conditions and it’s very difficult to get reinstated.
• Facebook dictates what you can and cannot do on their site and your page, including how and where you can market your business.

Business Website

• You own and control all of your content and how it is displayed.
• You choose your marketing strategies, calls to action, search engine optimization, etc.
• Your own website adds credibility to your business and improves your professional image.
• You can create the look and feel of your website to reinforce your brand.
• You establish yourself as an expert in your field with good, helpful information on your site.
• You can offer online sales, promotions, and bill payment options.
• You can showcase your work and display testimonials of satisfied clients.
• You look much more professional when your email address is yourname@yourdomain.com and not you@gmail.com or you@hotmail.com — or even worse, you@aol.com!
• Your clients and referral partners can take pride in directing someone to your business website instead of telling a potential lead to search for you on Facebook.

Please understand:  Social media is important, but your own website is more important. 

Your website is your business’s home on the internet.  It is where all other activity should be directed.  It is the hub where you want your potential leads to land.  If you post something on your website, “tease” it on Facebook and tell your followers to go check out “the rest of the story” on your site.  The key is to lead the visitors to your destination.  Help them find the solution to their problem on your site instead of looking elsewhere, such as a Google search where your Facebook page won’t be found.

If this makes sense to you or if you have further questions, please contact me.  I would love to help you establish a great web presence!