What if you woke up tomorrow and you suddenly had to pay to post to your org’s Facebook page, or at least had to pay in order to have anyone at all see what you posted? Would you be able to just re-tool the content strategies for your other social media channels and re-create any lost engagement, web traffic referrals, sales, leads or whatever else it is that you’re currently getting from Facebook on those channels? Or would your whole social media strategy be dead in the water?Share
If it’s the latter, don’t worry...but do start thinking about it because it’s becoming glaringly apparent that the day is fast approaching when you’ll be waking up to this exact reality. And as we in the nonprofit world know, sadly we’re usually the last to know these things because we learn what Facebook is doing pretty much as they do it, not in advance through our ad reps (ha!) or other inside intel (double ha!).
I’d suggest starting by looking at what you’re currently getting from Facebook, as well as what you’re putting into Facebook. Is Facebook driving traffic back to your website? Are you engaging with members or customers there? Are you putting a lot of time into coming up with graphics to go with your posts, or spending time moderating a Facebook group?
Maybe start thinking about some other ways you might make up for that lost traffic, or other places you might be able to engage with people, as well as maybe ways you could try to improve engagement on other social media channels that have played second fiddle to Facebook all this time.
Take a look at Google Analytics and see which social media channels are driving traffic and engagement now, and think about beefing up your use of and/or presence on those sites. For instance, if Facebook is currently driving the most referral traffic, but Pinterest is second and Twitter is third, think about what you may or may not already be doing on those channels, and what you might do better or differently if you were able to shift staff or outsourced resources to those channels. Then start doing it. No need to wait until Facebook forces your hand; start now and you’ll be glad you did when the day does finally come when Facebook is completely pay-to-play. (Read more.)