According to Shareaholic, in 2017 search outpaced social for referral traffic, for the first time since 2014. In other words, more people visited websites via Google search (34.8% of site visits) than from social media (25.6%). That trend has continued and widened since then. So does your business still need social media?
Why has this happened?
Facebook organic reach for Pages has declined significantly, largely due to changes in the News Feed algorithm. Add to that the rise of “fake news” concerns and ongoing privacy issues, and it’s not surprising that social media’s influence has shifted.
So do you still need social media?
Like most jobs, it’s important to choose the right tools for the job – and social media is just one part of the toolbox.
Too often, I meet people who proudly tell me they have X number of Likes on their business Facebook Page, or that a recent post got X number of Likes. The problem is, Likes don’t necessarily translate to sales, customers or any meaningful engagement. Even paid ads often result in Likes on the ad itself, without actual clicks through to the promoted content.
Social media marketing can be useful for brand awareness, sharing information and building reputation. But if it’s going to be effective, it needs to be strategic – tailored to your brand, your market and your goals. Just clicking the “Promote” button on a post isn’t strategy. You may as well hand your hard-earned cash over to Facebook and be done with it.
Think about this…
How often have you seen an ad on Facebook and vaguely remembered the heading or image later, but not which Page posted it? That happens to me all the time. And I think those are the ads people click Like on, without clicking through. Those ads aren’t necessarily building recognition or improving reputation – they’re just costing you money and generating income for Facebook. They have no strategic purpose.
So, do you still need a Facebook Page?
Yes.
It still helps with brand recognition and reputation. But it shouldn’t be your entire digital presence. You may also need other platforms, search visibility, a website and a clear plan to make everything work together. The way you use social media should reflect your business and your goals.
For more on setting up and using a Facebook Page effectively, or the role of a Facebook Group for community building, see our FAQ pages.
Need help developing a digital strategy that actually works for your business? Get in touch.
