Certainly, this is not the most optimistic headline you are going to read on January 1st, 2014.
We used to tell ourselves a very powerful narrative about how the cream always rises to the top, and the struggle that most brands face when it comes to content marketing and social media is that they struggle to find a true sense of human-ness in the content that they are creating. How many brands can produce stories that people would want to (no, have to!) share? We seem to believe that the brands that are finding any type of success with this stuff are going big (skydiving from outer space, delivering gifts via baggage claim to unsuspecting airline passengers, etc...) and delivering on the production of great stories (one after the other). That bubble was (somewhat) popped by the issue of content distribution strategies. No matter how great the content is, it needs a meaningful distribution strategy behind it to convert into something truly valuable (more on that here: The Failing State Of Content Marketing). So many brands actually have great content, but have a sub-par content distribution strategy where the vast majority of the work resides behind their own walled garden.
Now, even if you have a great story to tell, it could be that no one even knows that you exist.
Do you find that hard to believe? Before moving forward, please read these two (short) articles:
We need Twitter and we need Facebook.
Twitter and Facebook (and there are many others) are no-longer "like to haves" for brands. If a brand is not present on these social media channels, there is a commonly held sentiment that they are simply uncaring or non-present in their consumers' lives. While that is an arguable statement, it is undeniable that consumers now take to social media for resolution, information and more from brands. Some brands can harness these communications channels with ease and others grapple with it on a constant basis. Regardless, anybody in the marketing world would agree that these two channels alone reach a vast audience of customers and potential customers. So yes, they are important. Still, Twitter and Facebook are both faced with a similar business predicament that has yet to be resolved. On the one hand, they must protect the sanctity of their consumers by ensuring that their respective feeds don't become overly polluted with marketing and advertising messages. On the other hand, they are a business and must generate significant revenue to please investors and the public.
This is where we wind up.
No, Twitter and Facebook don't have the same business or consumer challenges, but these two instances point to one massive problem for brands: if these (and other) media channels continually tweak and throttle the content or misrepresent what gets seen by who, this instability will not play well with brands, media companies and advertising agencies. On the Facebook front, if brands have invested significant dollars to acquire and build relationships, but Facebook decides to pick and choose what gets shown to these individuals, marketers will have an issue. On the Twitter front, if almost all of the tweets are all but ignored, what is the exact business proposition to the brand?
If we wind up trying to "trick the system" by using off-channel techniques (like paying people to like and retweet or having some kind of agreement with a handful of other groups to always like or retweet their content in exchange for the same action), we're missing the bigger point to everything. Social media enables brands to have real interactions with real human beings. I struggle to understand why the media, the advertisers and the media companies try to over-complicate this. Facebook would not have to throttle content if consumers weren't complaining about the vast majority of it being sucky. It's not Twitter's fault that it became a massive (and noisy) place to post 140 characters. The issue here is not what Facebook or Twitter have become. The issue is that Facebook and Twitter (and others) have not bended to the way in which advertisers would prefer. If people using social media were getting tremendous value from all of this content marketing, we would not be faced with either of these issues. What we're actually seeing is something that we've known about media for a very long time (but always want to forget): consumers aren't consuming media for brands. They want moments of connectivity, delight and communication. Sure, that may include a brand at some point along the way, but it's not their raison d'être.
Fair is fair.
If I were Facebook, I would open up the pipe. I would let users see and feel all of the content that everyone is posting and let them make their own choices about who they want to friend and like. If I were Twitter, I would do the same thing, but I would also allow consumers to time-shift the content. One of the biggest issues with Twitter is the real-time component of it. I may love following someone in the UK, but I'm usually asleep when they're tweeting away. If I got their tweets adjusted to my own time zone, I may have a chance of getting more of these message through. Some of the brands having the most success on Twitter will schedule one tweet to repeat itself multiple times throughout the day to adjust, but that just seems like too much work and annoying for those who are actively paying attention. Consumers are smart. They will stay connected to those brands that are adding value. It's pretty simple. The reason we have so much disconnect, trust issues and this ongoing throttling is that the companies like Twitter and Facebook don't want to have people abandoning the channel because the content isn't working for the users. We can wax poetic about this forever, but the facts remain the facts: brands are spending a ton of money, time and energy with social media and someone else is deciding what stuff gets seen by those who have already agreed to be connected.
If that doesn't tell you something about the state of content marketing and social media, I don't know what does.Tweet
Excellent post. Great content with no distribution strategy is like the sound a giant tree that falls in an vast, creatureless forest makes. Facebook distribution is still available for those willing to pay. To your point, if the content does not inform, entertain or somehow add value, what is the point?
I like your idea of opening the flood gates and letting people decide, but then again, I am not a shareholder. Those lamenting the recent, very significant drop in Facebook organic reach forgot is that in marketing, if you are not paying for the product, you ARE the product :)
I use Janetter and read back through my Twitter stream most days. Yes, I only follow 600 people and I don't read every word (well, some people I read every word, some people not :)
As Facebook continues to tighten the valve and let less and less organic content through to the newsfeed, brands are going to be increasingly annoyed, yet stymied by the fact that they've entrusted their entire community strategy to an outside entity. Is it too late for brands to start building their own communities?
Yes of course social media can be an important part of the distribution mix, but as we've all seen, companies like FB and Twitter are in business to make revenue, not give other businesses a free ride. So if you want to use these channels, you pay. You may wish that FB would just "open up the pipe", but that's highly unlikely. The two things that every business has absolute control over are their website and their list. That's were the focus should be. When customers want to interact with a brand, Google will lead them to the site.
I find it kind of humorous that we've gotten to the point where anyone would expect to be able to reach another company's audience for free.
Up until just a few years ago, any sort of outreach (save PR) would be paid media. And, now, people moan and complain about having to invest a bit of money to gain exposure through social media. Never mind the fact that as marketers we have the more control over our visibility than any time in history, that we're able to reach juge numbers of people quickly and easily, and that our CPA can be measured precisely and optimized down to pennies per conversion.
I can't believe I haven't thought of that scenario before. What if Facebook opened up the feed completely? obviously if they did it all at once people would be completely overwhelmed and probably drop off Facebook or just unlike everything. But it makes sense, why let someone who has no interaction with your brand or your content decide what people care about? It seems they got caught up in the game of Like's just as much as everyone else, but they're the ones diluting the value of a Like. Thanks Mitch for this post.
Sometimes even the views you think you're getting are fake. Ad Week ran some articles discussing the increasing amount of fake traffic on websites to boost pageviews and ad revenue. Sometimes even when you're willing to pay for outreach, the views you get aren't actual users. I imagine this can even further complicate things.
I would like to add narcissism to the list of intrinsic problems. The issue is everyone is talking without conversing. Would you agree? Or am I being old fashioned?
Good content that begs the audience to respond, for all existing social channels and those yet to be imagined, might be where it's at. Just try not to respond to this comment!