Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems!

iStock 000017712983XSmall Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems! It is not news that Facebook just launched a big round of changes, yet again. One change is getting a lot of attention, which is the death of the Facebook default landing tab.

I have heard tons of complaints on the removal of the tab. I’ve heard online marketers say the death of the Facebook tab is the death of their online marketing strategy? What? Seriously folks?

Let me pre-empt this post with an acknowledgement that I know the Facebook changes do have impact. I acknowledge they make changes without notice nor a lot of care for what we all think. I am not endorsing their behavior and lack of care for their business audience, particularly small business.

However, even given how evil we may think Facebook is or that you may be ticked they actually are a business entity that wants to make more money, remember you are using their platform for FREE! Yup, you got it…. FREE! You get what you pay for folks, sorry.

Anyway, I ask that you put your marketing hat on for a moment and try to ignore Facebook’s evil ways for the 1.5 minutes you read this post, okay?

Your Problem is Not the Death of the Facebook Default Landing Tab

  • Your problem is the fact that the death of the Facebook default landing tab is having such a negative impact on your business.
  • You have known that you do NOT OWN Facebook, right?
  • You know that they make changes frequently that you have no control of.
  • You know it is risky to put all of your eggs in one basket.
  • Yet, you still did it. Why?

What Your Real Problem is… 

I know there are some good marketers who actually have taken the time to plan and implement an integrated strategy that encompasses Facebook, a blog, LinkedIn, video and other online and offline marketing tactics and techniques to inspire and engage your audience to take action that helps you meet your business goals.  This post and message is not meant for you.

The post is meant for those who have not taken the time to know their audience, understand how they can inspire and engage them. It’s for the folks who don’t know what an integrated business platform looks like. In reality your problems run much deeper.

1. You are putting too much weight on Facebook for Success.

2. It is what happens AFTER the Facebook like that matters most. I wrote this post in December 2010, “What Happens After Facebook Like – 20 Tips to Engage Your Audience Post Like“. and this post May 2011, “I Clicked Like, Don’t Blow it! 23 Tips to Engage me Post Like” and still stand by both of them as truth. Don’t put all of your success in Facebook likes. More than 95% of people who like your Facebook page will never be back. Who cares if you have thousands of Facebook likes if they don’t know who you are, can’t remember liking your pages and will never step virtual foot onto one of your online platforms or Facebook pages again!?

3. You don’t know your audience. What do you know about your community? Why did they like your page? How often do they visit your page? Who is commenting on your page? What content are they seeking? How can you help them meet their business goals and objectives? What is it they really want or could use from you? If you can’t answer these basic questions, then you do not know your audience.

4. You don’t have a plan to inspire, connect, engage and drive action with your community. If a Facebook landing tab is the only way you are capturing names, driving video views or whatever the call to action may be, you have many other problems of higher priority than a default tab.

5. Your platform is not integrated. An integrated platform includes elements such as a blog with content that inspires, connects and drives action. It may include other social networks such as LinkedIn, Pinterest or YouTube.  It should most times also include an integrated email communication option for nurturing.

RAM495x329 Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems! 6. You live for Random Acts of Marketing and Social Media (RAMs). RAMS feel good short term as you cross items off your check list. However, a set of random acts of Facebook marketing are only going to get you random acts of Facebook likes that will do very little for your business bottom line. Still don’t believe me? Then check out this post ->15 Reasons Why Random Acts of Marketing Don’t Work! 

7. Your community does not eat, sleep and breathe Facebook like you may think. If Facebook isn’t working, then get off Facebook for awhile. If you have a blog spend some time analyzing data and results on the other platforms. Many of your answers may be outside of the walls of Facebook. Check out this post I wrote “Want Facebook Results,Then Get Off of Facebook” for some tactical advice and tips on this topic.

8. You don’t have a plan to meet your business objectives leveraging online marketing. You may have a plan leveraging Facebook. If you weren’t so dependent on Facebook, then you wouldn’t be spending all week complaining about the death of the landing tab.

9. You don’t have clear goals, metrics, measurement methods, analysis techniques and a plan to meet objectives. If you don’t set goals and objectives, and you don’t know how to measure success then you are already late to the starting line.

iStock 000012224342XSmall1 Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems! 10. You don’t know what your real results are. Many of the business leaders I have already talked to who are complaining about the Facebook tab going away do not have data to support their concern. When asked what their results were to date with the tab, they raise an eyebrow and shrug the shoulders because they don’t know.

11. Your real business results of the Facebook default tab might surprise you. How many opt-ins are you getting from Facebook? How are those opt-ins moving thru your conversion funnel? Are they continuing to engage with your brand? Or did they simply download a whitepaper from your Facebook landing tab and you have never nurtured a relationship with them? If yes, I question your assumption on the negative impact the death of the landing tab will have on your business results.

12. You have bigger online fish to fry.  Until you can clearly articulate with data to back it up, the positive impact Facebook tabs have had to date for your business, then I think there are bigger fish you can fry. Focus on content that inspires, engagement techniques, call to actions, integrating the user experience from and between the different online platforms you are leveraging.

13. One thing is guaranteed in social media and that is change. Get use to it. Relationships are the life raft to tech evolution and change. Focus on your relationships and connecting with your audiences and it doesn’t matter where your opt-in forms are located, people will find them and use them because they want to engage with you and your brand!

14. Your success should not be 100% dependent on Facebook. Focus on the things, platforms, content, and components that you control. Leverage the things that you don’t control but don’t put all of your eggs in one one basket.

15. You are wasting time complaining. Don’t be part of the problem, be part of the solution.

Be part of the solution, not the problem. 

iStock 000018608329XSmall Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems! If you are a consultant, strategists, agency owner or play any role where business leaders are looking to you for answers I have a challenge for you. Why don’t you focus on being part of the solution, versus part of the problem. Our clients want from us ideas, tips, techniques, solutions to their problems. Yes, they may need to rework their Facebook tabs, cover photos or even their entire Facebook strategy. However, if you have done your job right to begin with you haven’t sold them on the fact that a simple silo’d Facebook page is going to solve their business problems.

Instead of complaining to them of how terrible the new changes are, why not help them understand the changes. Help them develop a plan to better inspire and connect with their audiences and communities? Use these changes as a way to start a conversation on further helping them build out their online marketing platform and strategy.

 

Get a Grip on Social Media: 

iStock 000015624762Small 243x300 Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems! This is the fourth in a series titled “How to Get a Grip on Social Media.” The series will include a free newsletter, webinars, whitepapers, tips and best practices to get a handle on your business and social media.

Subscribe to stay updated and be the first to be invited to upcoming events.

 15 Reasons Random Acts of Marketing (RAMs) and Social Media Don’t Work

The Only Guarantee in Social Business is Change

CEO Social Mindset: 15 tips for a Healthy Social business Mindset

Your Turn:

What do you think of the new Facebook timeline changes? What impact are they going to have on your business? What are you going to do about it that moves your business forward? Are you using these changes as an opportunity to improve your online integrated platform?

 

About the Author

Pam

*Forbes Top 10 Social Media Women, Forbes top 50 Social Media Power Influencer - CEO / founder of Marketing Nutz, full service social brand, digital marketing agency. Social media marketing speaker, author, strategist, consultant, coach, & trainer. I help businesses of all size integrate social media into the DNA of their business, connect with target audiences to nurture authentic customer relationships. 15+ years experience working with Fortune 500, Franchised corporations with 4000+ local franchises to entrepreneurs and startups!

  • oz2designs

    @loriruff @PamMktgNut Why yield to the stream when you can be media?

  • JimmyPicanza

    Never had a default tab. And guess I never will. Always trying to determine my direction in the social networking world. When I changed my brand and business name to Pivotal Business Services LLC (http://pivotal-services.com) I knew the default tab was not for me. In fact, I became very unconcerned about “likes” once I realized that impression #s were going to be determined by comments. What was the sense of having my friends from NJ like my page when there was no shot of them commenting. Anybody who might be in position to comment might never see the post as initial impressions waisted on my non-commenting friends.

  • JimmyPicanza

    Never had a default tab. And guess I never will. Always trying to determine my direction in the social networking world. When I changed my brand and business name to Pivotal Business Services LLC (http://pivotal-services.com) I knew the default tab was not for me. In fact, I became very unconcerned about “likes” once I realized that impression #s were going to be determined by comments. What was the sense of having my friends from NJ like my page when there was no shot of them commenting. Anybody who might be in position to comment might never see the post as initial impressions waisted on my non-commenting friends. NOt even sure why I added the link to my website. Its just habit. Here…I’ll throw this one up too http://www.facebook.com/pivotalservices. Maybe I’ll get some “likes”. lol.

  • http://eyecandy.mx/ Josh Medici

    I like your insight into this issue. As a web designer and content generator I believe too that the responsibility for updating and keeping up with changes is for the CM or the Marketing department. When I see people complaining about changes I think they didn’t take the time to read about upcoming changes or new technologies emerging that could help their strategy.
     
    The blame game then turns into excuses for not being able to deliver on promises and time is diverted to do damage control instead of focusing on impacting the bottom-line for the company.
     
    Nice read, thank you for sharing..!

    • http://www.pammarketingnut.com/ PamMktgNut

      Yes, I think you hit the nail on the head. Many people complain because they didn’t understand the platform from the start. Therefore, the changes just add to their confusion. 

  • jburno

    Totally agree Pam. I’ve been quite annoyed by all these “Facebook is killing businesses” posts. Thanks for telling it how it is, and being honest. This is great!
     
    Thanks for writing.

    • http://www.pammarketingnut.com/ PamMktgNut

       @jburno Thanks. I always try to tell it how it is and this post was definitely inspired by the masses of negative posts I was seeing complaining of the changes. It’s not OUR platform, we do NOT own it. We must acknowledge such and adjust our online and biz plans accordingly. Thx for your comment! :)

  • Gillott232

    I’m so over everyone complaining about timeline. My clients want to complain and be mad that they are losing their default landing page. In truth, for my clients, they weren’t really necessary and I was honest about that, but most of them wanted them because they were “cool”. Facebook is free, you don’t own any rights to it and until you do, stop complaining, roll with the punches. Changes like these are a good reason to not neglect your page and keep it updated!

    • http://www.pammarketingnut.com/ PamMktgNut

       @Gillott232 Amen! Yes, it is all about content and relevancy with audience. Always has been, always will be! 

  • Premier Designs Jewelry – Bliss Angerman

    preach on Pam!

  • Ballantine Digital

    Great post, Pam! :)

  • http://www.usanfranonline.com Loco4SEO

    sdfgdfg

  • JenMcGahan

    You rock, Pam. I’ll take Facebook as is, whatever it is. Who cares? You are 100% “on the money” pointing out that Facebook is…FREE!  (What?) By the way: very eloquent images you chose for this post… Nice.

    • http://www.pammarketingnut.com/ PamMktgNut

       @JenMcGahan Thx for the kind words. Yup, we should never put all of our eggs in a free basket particularly when our biz’s and often lives depend on it! ;)

  • PamMktgNut

    @mikefixs thanks Mike!

  • MattLBrennan

    Great post, Pam. There’s always change anxiety anytime Facebook does something different. But I’m loving the extra space in the cover photo. I think it can help!

    • http://www.pammarketingnut.com/ PamMktgNut

       @MattLBrennan Me too. Love the new cover photo. I did mine the first day it launched and haven’t had time to update. 

  • tonyburgess1969

    @ChanteDNewcomb I say learn something new and adapt. The world changes and so will Facebook. The social networking community needs to chill.

  • hcuot12

    @paulsteinbrueck @PamMktgNut 사용자정보는 오래전부터 수집되어 왔읍니다.2011년 전체 90%이상 구글에서 모두 수집했읍니다.제공자는 통신사입니다

  • http://wallstreetbranding.com/ RmSorg

    Awesome post Pam and thanks for calling to task all those social media strategies, marketers and page managers who are being part of the problem complaining instead of offering up solutions!  Yes, this will make us stop and take a look at our current community, the strategies we are implementing and the community needs, that is not a bad thing in my book!  Will this require more work on our part, yes it will.  But in order to really do what we are saying we are going to do, we must roll up our sleeves and figure these changes out!  And yes, brilliant comment about relationships being the life rafts of social media & technology changes!  
     
    Thanks Pam for calling me out, in the end, it is for the best of that business and it’s consumers.  :)
     
    RMSorg
    WallStreetBranding
     
     
     

    • http://www.pammarketingnut.com/ PamMktgNut

       @RmSorg You’re very welcome! Glad I could help. Don’t be so hard on yourself. You have a positive attitude and care about your customers and community. Change is hard on us all. However, it’s how we manage the change that will determine if we win or lose.  You are right in yes, it will require more work. We need to help our clients solve problems. I guess it’s just the analytical component (almost all) of my brain which loves change. Love the challenge of having to fix something and figure out how to optimize even on a tight budget! Enjoy the rest of your week! Thanks for stopping by & taking time to comment! 

    • http://www.pammarketingnut.com/ PamMktgNut

       @RmSorg You’re very welcome! Glad I could help. Don’t be so hard on yourself. You have a positive attitude and care about your customers and community. Change is hard on us all. However, it’s how we manage the change that will determine if we win or lose.  You are right in yes, it will require more work. We need to help our clients solve problems. I guess it’s just the analytical component (almost all) of my brain which loves change. Love the challenge of having to fix something and figure out how to optimize even on a tight budget! Enjoy the rest of your week! Thanks for stopping by & taking time to comment! 

    • http://www.pammarketingnut.com/ PamMktgNut

       @RmSorg You’re very welcome! Glad I could help. Don’t be so hard on yourself. You have a positive attitude and care about your customers and community. Change is hard on us all. However, it’s how we manage the change that will determine if we win or lose.  You are right in yes, it will require more work. We need to help our clients solve problems. I guess it’s just the analytical component (almost all) of my brain which loves change. Love the challenge of having to fix something and figure out how to optimize even on a tight budget! Enjoy the rest of your week! Thanks for stopping by & taking time to comment! 

  • MarketngTidbits

    @pammktgnut – but it’s so much easier to just blame Facebook! :) Great post!

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  • ahuwalialaw

    @PamMktgNut Nice article!! so correct.

  • MollySemrad

    @PamMktgNut RT: “@PamMktgNut: Quit Blaming Facebook Timeline Changes & Fix Your Own Marketing Problems!” Finally someone said it!

  • http://www.brittandersonphotography.com/ Britt Anderson

    LOVE this post!!! I love change, but I do know how hard it is for some….if you have your own business, you should know there are so many avenues to market….and if you are relying on Facebook for all of it, time to get with the program!

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  • miguelcurrey

    Great article! Makes you think!

  • PamMktgNut

    @miguelcurrey thanks so much!

    • miguelcurrey

      @PamMktgNut no problem, really enjoyed those two posts!

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