Facebook Organic Panic

Facebook Like

The recent changes at Facebook announced by Mark Zuckerberg have caused panic and meltdowns by some so-called social media “experts.” These one-trick marketers think it’s the end of the world for Facebook and are spreading false fear to brands. I hope your competitors listen to this insanity.

Please share this terrible advice with your competitors:

  • Yes, Facebook is dying. It will probably go away forever very soon.
  • Facebook organic reach will be so low that it’s just not worth using Facebook anymore.
  • Facebook ad rates will go up. So instead of advertising to grow your business in the midst of the biggest business boom in 30 years, you should pull back and start hoarding pennies.
  • Stop using social media altogether.
  • Go back to relying on direct mail ads, newspaper ads, and yellow page ads, because, sure, that’s where customers are spending time.
  • Also, the sky is falling! Eek!


Don’t Panic

Let your competitors lose their heads. If they’re going to pull back on Facebook due to decreased space, that’s more space for the rest of us!

I’m not sure if any of these social media “gurus” really believe Facebook is falling, are just trying to get noticed, or have a deep resentment of Facebook’s success and are looking to celebrate a decline. But make no mistake – the only failure here will be made by those not constantly adapting and capitalizing on changes in social media.


What to Do

Here are my three recommendations in dealing with these changes on Facebook:

1. Double down on Facebook Ads and Instagram Ads. Will ad rates go up? Of course they will. Facebook ads are more effective and more efficient than any other ads available today. Prepare for a year where the US economy will grow 3-4% (finally!). So yes, ad rates will go up and so will your revenue if new customers can find you and can engage with you.

2. Create even better, more sharable content. The value of organic content is no longer about hitting many current fans with a message. The real value comes from getting a few fans or customers to share your content or their experience with their friends.  As per last week’s news feed changes, these shared posts by friends will dominate screens.

3. Consult a professional. Do you really want to spend your entire day navigating these increasingly complicated waters?



Don’t Be a Social Media Electrician

Social Media Electrician

In previous posts, we’ve discussed the negatives of being a Social Media Hammer Guru. Now I’m asking you to avoid becoming the social media equivalent of an electrician. 

Ever talk to an electrician who’s starting a job or project? What do they talk about the most?

Other electricians.

Specifically, they criticize the previous work done by other electricians who wired or rewired the place. There’s always lots of “that was done wrong”, “I would’ve done this differently,” and of course “that guy doesn’t know what he’s doing!”

The same goes for many trades: computer programmers, sales managers, and NFL coaches. It happens in any job. Maybe I’m giving electricians a bad rap.

Social media marketers and communicators can easily fall into this trap of spending all day pointing out flaws in others’ social plans and tactics. But unlike the electrical trade, there is not yet enough history to establish absolute Rights and Wrongs. As soon as we get close, platforms’ rules change, public sentiment shifts, or research appears showing us that we didn’t really know how few or how many consumers were engaged.

We will do ourselves a favor by not going down the path of the social media electrician or armchair quarterback. Social Media Marketing is still so new (yep, still no “experts”!) that we should relish this time of experimentation and crowd learning.

Social Media Experts or Hammer Gurus? Part 3


As discussed previously on this blog, a good carpenter does not call himself a Hammer Guru. Being knowledgeable in your tools of the trade is important, but you should focus on the job, not the tools.

And that’s what social media is: a medium, a channel, or a tool with which you may engage. Saying you’re an expert with the tools is saying nothing.

Too many PR people are riding the wave of corporate ignorance about social media and promoting themselves as Social Media Experts. As of today, here are the numbers of those whose Twitter profiles identify themselves as being the following:
Social Media Expert      382

Social Media Guru         218

Social Media Maven      163

Social Media Strategist  460


Strategist?!? There is no Social Media Strategy! You need a business strategy or a communications strategy and apply tactics – including the use of social media – to it.
I won’t go as far as Foursquare and give out Social Media D******** badges, but I’m getting close.


Another group of self-proclaimed experts, gurus, kings, queens, and mavens is the PR Measurement crowd. About 99% of the discussion at PR conferences, on blogs, and via Twitter is about WHY you should measurement PR activities and results. Rarely do any of these “experts” tell anyone HOW to measure. Maybe that’s the secret sauce that I haven’t paid for. Or the snake oil…

Don’t get me wrong – there are lots of smart PR folks who know measurement. But a PR person saying they are “into” in social media or measurement is like a politician saying he’s against waste. Wait, who is FOR waste? Again you’re not saying anything.  

A better long term reputation-builder is to show your skills in creating the messages and content and starting the conversations that will help your clients achieve their real goals.

So, I ask you – what are the best ways for PR prosfessionals to promote themselves as being great communicators without resorting to telling the world they’re Hammer Gurus?