Some business people see Facebook as a billboard. Unfortunately, this is a recipe for doom for the business. Businesses and marketers do not have a clear understanding of the role that culture plays in the Facebook world.
First, Facebook is a culture. It is not a thing, it is not a platform, it is a culture. It is akin to Italy, France, Saudi Arabia, Ghana, Mexico, etc. Like these countries that have their cultural norms, language, expectations, motivations etc. Most of which is unwritten. Facebook does as well, and honestly most businesses and marketing people don’t know, don’t care, or simply ignore it.
Why do they ignore it? Well the typical response I get is, “I don’t care”, or “It works for me”, or “It’s my free speech and right do whatever I want”.
Logically it sounds like “they don’t care”.
They should…and here is why.
Facebook is a friends and family type of culture. It is a reunion of sorts, focused on maintaining, creating, and at times building or rebuilding relationships. It is personal. It is real people interacting in a real way, having real conversations, that have some emotional meaning. Imagine being with your friends or at a family reunion and all of a sudden somebody with a huge billboard and a megaphone starts shouting “LOOK AT MY BUSINESS AND WHAT MY BUSINESS IS DOING AND WHAT I HAVE FOR YOU TO BUY! BUY FROM ME! BUY NOW! CALL ME! EMAIL ME!
When a business makes the decision to throw up a feed that looks like this, “We just listed a new home in such and such a place for $500,000 dollars”…you just violated the culture. On Facebook you just interrupted the reunion, spoke the wrong language, and have become the person that the majority of people want to take about back and make sure you never return again.
This is how people handle it on Facebook when this type of billboard advertising happens there is a percentage of people that do the following:
1. Click on the post and tell Facebook it is SPAM, offensive or something worse…enough of these types of negative feedback to Facebook and you will get some sort of response from Facebook.
2. Hide the post permanently
3. Hide any future posts from you permanently (you will not know when people do this)
4. Defriend you (which you will know)
Let’s be clear on something in reality Facebook is privately owned. Meaning that you can’t just do what you want to do or say what you want to say, they have the right to do whatever they wish.
Next let’s be clear there are consequences for your actions on Facebook. I am currently watching several business people that I know post what I consider business SPAM from their personal pages. I have monitored how many people are “liking”, “commenting” or “sharing”.
Interesting in 100% of the cases I am studying, the only “likes” from these posts are coming from employees or family members of employees. The only comments of which in 85% of the cases do NOT exist also comes from employees or employee family members. I have yet to see with this type a of post more then 2 different people not counting the person who posted, make a comment. I have zero shares over the course of the last 60 days I have been monitoring.
Folks when the only people that are liking or commenting on your post is your family or employees when you do a business post…you need to pay attention!
The very first thing you should do is look at yourself and say, “this is NOT WORKING!”
However, like most psychological issues we as humans have we typically ignore our own behavior, focus on our own selfishness, and believe what we want to believe. Regardless of the evidence.
That my friends is called Denial which means:
The only person you are lying to is yourself…the rest of us just see you as a cultural enigma, painful, an interruption, a pick pocket that showed up at the family reunion, the sales guy at the bar who keeps saying “if I could would ya”, it doesn’t fit with our personal culture.
Change it before everyone hides you and the only person you are talking to is the people you already know because the people you want to business with have all hidden you never to be seen.
Next Post…so what do you do?
Stay Successful My Friends,
Jay Izso, the Internet Doctor