We’ve been together a while, me and you. A little over five years now at this point. And you know how I feel about you. Addicted from the start. Heck, I wrote about you and it was my first published piece – in The Boston Globe Magazine no less. I’ve tried to quit you but I can’t. I have too much personally invested in you: time, friends, and relationships. I can’t walk away.
Professionally, however, you’re making it really hard to stay.
Like many others, I read the article in Ad Age last week and choked a little:
The article states: “If they haven’t already, many marketers will soon see the organic reach of their posts on the social network drop off, and this time Facebook is acknowledging it. In a sales deck obtained by Ad Age that was sent out to partners last month, the company states plainly: “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.””
“A Facebook spokesman confirmed that the overall organic reach of Facebook posts from brands is in slow decline. “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it,” he said.”
So here’s the thing, Facebook. I’m a small blogger with a small audience. I have a fan page with about 700 “likes”. They are truly mine. I didn’t pay for any of them. These are people who decided that they like what I write about my family and about our journey and they want to read more. I am incredibly grateful for each and every one of them and they are my online support group and community. Because of my readers I have learned so much about my children, about autism, about sensory processing disorder, and about being a parent of three boys. Many of my readers have become my “in real life” friends, without whom I would be lost. I share my personal blog posts on my blog’s Facebook page for that community. I also share others’ posts there too – many talented writers who are on the same journey because I love what they have to say and know others would as well. Not only is it a way to spread awareness, it keeps my personal Facebook page from getting filled with articles that half of my friends don’t care about.
So when I look to see that only 100 of the 707 people who like my page have seen my last post? I’m at a loss.
Additionally, I’m a small business owner. Of a small nonprofit. We serve our local special needs community with our indoor sensory gym. SenseAbility Gym has a Facebook business page where we have our hours, pictures of our equipment, and a “check-in” feature for families who visit. On that page, we have 872 “fans”. Many of them are our customers, many of them are also our donors. We have a very small controlled budget. We are funded only by donations, grants, and the fees that families pay when they visit us. We are playing with other people’s money. We use our Facebook page as it was meant to be : a social media connection to our community. We share our class offerings and our hours, but also inform people of local sensory friendly movies, plays and activities. We built this place to connect families in our area. Because we have little (no) advertising budget, we rely on word of mouth and social media to inform families about us and to stay open. Additionally, we need that online connection to the local businesses and organizations generous enough to support our mission.
So when I look and see that only 94 people saw our photo about our free yoga classes for kids with special needs and 303 people saw our post thanking families for joining us for our holiday party? I just don’t get it.
Do photos get more or less visibility? Do I share a link in the status or the comments? Do more comments equal more prominence in someone’s newsfeed? Do I write in all caps?
I don’t really know what to do here, Facebook.
I get that you need to make money. I really do. You’re a business and you’re not the Facebook of five years ago or even two years ago. You have investors to answer to. You have ads to sell. I get that the point is trying to get us to “boost our posts” by paying for it.
But we’re not Pepsi with 30 million fans. They have a market they need to target and they have a need to expand their fan base to buy more of their products. They have the money to do it. And yes, I get it. Some bloggers do make money as do some nonprofits. I know that.
But I use my blog page and our business page in the same way that I use my personal page. Connection. Community. Communication. We’re not looking for inflated fan numbers to spread our brand. We’re looking to get the information out to the people who chose us and who are truly interested in getting information from us.
I will not pay for my blog posts about my son’s great day at school to be seen by more people. Additionally, I can’t in good faith use donations and grant money to boost our business’ posts to let people know when we’re closed for a snow day. I don’t want to pay for our fans’ friends to see our latest piece of equipment when they have no interest in our mission. I just need to communicate with the people who actively choose to hear from us. All of the people.
So what do I do, Facebook? How can I keep using you in the way I need to? There has to be a way to separate the bloggers from the newspapers, the Wal-Marts from the SenseAbility Gyms. There has to be a way to categorize us differently. Share the algorithms for newsfeed visibility so we know what to do. You need to be transparent for your investors. Be transparent for your users. Help a mom out here, Facebook.
My husband told me the other day that people don’t fear change. They fear the uncertainty that comes with change.
That’s what I have here, Facebook. I fear losing the community that I worked so hard to build and the business that I have put my heart and soul into creating. These aren’t just online names to us. They are our friends. I need them and they need us.
So what do I do?
Please don’t say Google+. Please.
In the meantime, I’ll remind people that they can follow me on Twitter at @trydefyinggrav and @SenseAbilityGym. I’ll let them know about our day or our latest community project in 140 characters or less.
“What would you think if I sang out of tune
Would you stand up and walk out on me?
Lend me your ears and I’ll sing you a song
And I’ll try not to sing out of key
Oh I get by with a little help from my friends
Mm I get high with a little help from my friends
Mm going to try with a little help from my friends” – With A Little Help From My Friends by The Beatles