Has Facebook Really Failed Us?

Have you ever written a comment on a blog post and realized, “damn this is longer than some of my blog posts”?

I just finished reading a great post on {grow}, (Mark Schaefer’s blog) titled “Facebook, You’ve Failed Us” written by Neicole Crepeau (@neicolec).

I always enjoy these conversations around Facebook and their future because there are so many different perspectives and opinions.

So, I encourage you to read the post and then come back to hear my thoughts.

Back? Here you go…

I think we are forgetting what Facebook is

Facebook is not G+ and G+ is not Facebook. G+ is to connect with people that have the same interests as you, to connect with NEW people (and people you already know of course).

Facebook is to connect with people you already know. Big difference and very different motivators for platform use.

Facebook is thinking of the user first

With the latest EdgeRank update I think Facebook was thinking of the user first. They have to think of the user first. Without the user there are no advertisers and there is no Wall Street.

Brands were getting away with posting (or more like pushing and blasting) traditional promotional content.

This move from Facebook now requires brands to invest deeper into the content that’s being published. It must be engaging and spark dialogue. Thus resulting in a better experience for the user in not having a muddied down news feed of useless branded content or promotional posts.

Brands will need to think about their content as if they are sharing it with their own friends and family – will they care?

Facebook is not a direct response initiative

This is what’s so difficult for brands to grasp in terms of ROI and traffic to our websites.

It’s about building brand awareness and brand equity…. and relationships.

It’s about providing a platform for brand advocates to speak and engage directly with the brand.

It’s about cultivating the connections (relationships) for when the next time the user needs your product or service, your brand is top of mind.

People don’t log on to Facebook to shop or to look for a deal, they log on to connect with their friends and family.

Brands can’t force to change this behavior.

Now more than ever it’s about the quality

It’s not about the quantity.

I actually think Facebook’s latest EdgeRank update is a win for everyone sitting around the Facebook table – Facebook, the user, Wall Street and the brands (more EdgeRank thoughts here).

In the end, with the brand being forced to better think about content, this will ultimately have a lasting impression on the engaged user.

The brand pages might not have as many users, but they will be much more engaged and become loyal advocates.

Because of this, I think the smaller businesses have the upper hand here. This will create a level playing field across all business sizes.

The day Zuckerberg steps down is the day Facebook will change

Getting business people and marketers in there will not get Facebook thinking more about the user.

Zuckerberg had one goal and still has one goal – to connect the globe.

What do you think? Does Facebook have the user in mind or have they lost the touch?

Image by IsaacMao