So Facebook Is Dead—Now What?

As the year winds to a close, one thing seems certain on the social media front: Facebook is breathing its dying breaths. If this is the first you’re hearing of Facebook’s decline, this article from Top Dog Social Media explains the situation pretty well. The upshot is that to get your content in front of your target audience—including people who have already liked your page—you need to pay for a “boosted” post, or promote your page. How ridiculous is that? Even your die-hard fans will no longer see content you’re posting, simply because Facebook wants more money. It’s hardly a coincidence that this is happening when Facebook’s userbase is in sharp decline.Does this mean you should stop using Facebook altogether? Should you delete your profiles and pages, close up shop, and never hit “like” again? Absolutely not! Facebook still has an incredibly large following, and it would be silly to stop using a platform that you’ve already built.

What’s an author to do now that Facebook is on its way out? These are my 5 simple suggestions:

1. Pay Up

This isn’t the best strategy for someone on a budget, but it does work. The nice thing about Facebook advertising is that they let you customize your budget, so your promotion can cost less than a fancy cocktail ($5).

2. Be a Real Person

Stick to using a profile, not a fan page. I know, I know, profiles don’t have the handy-dandy analytics that are built into fan pages, but Facebook has left us little choice here. This strategy does become problematic if you exceed 5,000 friends, so only use this if you currently fall short of that maximum by at least 1,000.

3. Get Smart About Content

Share more of the content that appeals to your audience. Yes, this sounds incredibly obvious and intuitive, but it’s all too easy to get so caught up in using social media to promote your message that you lose sight of what your audience wants. In my experience, images tend to get more views, likes, shares, and comments on Facebook than any other media. Try creating your own image that relates to your core message, but doesn’t directly promote yourself or your product. Here’s an example that I made for a Twitter campaign around Be a Good in the World:

 A good heart

4. I Like to Watch

Imitation is the most sincere form of flattery, right? Look at what some of the most successful Facebook pages in your field are doing, and learn from them. Stalk Follow as many similar pages as you can, and find out what you could be doing better (and learn from their mistakes).

5. Greener Pastures

It seems that every year there are new social networks to join, and 2013 is no exception. This year saw the popularization of Snapchat (smartphone-based app) and Vine (like twitter, but for super short videos). It can feel overwhelming to join every single new social network that emerges, but it would be foolish to ignore them. Just think about those poor souls still promoting their books on Friendster. Don’t overwhelm yourself, but do take this opportunity to try out some new places and see what fits your personal style. Not every person, brand, or product is going to fit with every social network (ex: I personally don’t understand the appeal of SoundCloud), but you’ll never know until you try.

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2 thoughts on “So Facebook Is Dead—Now What?

    1. Oh man, I wrote this forever and a day ago. (It tweeted out using Buffer This Post, which shares old posts automatically).

      That said, I still think it bears looking into other platforms, if you don’t have a budget for paid promotion. I wouldn’t say “dead” anymore, but I’d say it’s a pay-to-play environment.

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