Why Your Facebook Digital Marketing Is Failing

Why Your Facebook Digital Marketing Is Failing

LinkedIn Summary: We stopped maintaining our Facebook (company) page many weeks ago. We found no value because Facebook was not showing their contents on user feeds. I had noted previously that Facebook Page was a waste of time for anyone that plans to build a business via organic marketing therein. My suggestion has been that you should push contents through personal accounts over company pages because Facebook technically suppresses  contents from brands and publisher

The company has indeed come out clean, informing the world what it has been doing. And going forward, contents from friends and families would be prioritized more over those from publishers and brands.  

Maintaining personal account now is more important than any business account on Facebook and LinkedIn. They have added social before that “digital marketing” and they want you to be engaged to reach customers.  In my opinion, what you share from your personal account is about 5x more valuable than the business one in the Facebook and LinkedIn algorithms. Simply, you cannot hide; your brand is now you.


I had noted that Facebook Page was a waste of time for anyone that plans to build a business via organic marketing therein. My suggestion has been that you should push contents through personal accounts over company pages because Facebook technically depresses contents from brands.

When we noticed the absolute suppression of sync’d contents, on Facebook, my team decided to post contents, on Facebook, from Tekedia manually for some weeks.  As they posted, they tracked impacts. Then after days, it was clear that Facebook was not distributing the contents extensively: sometimes, Facebook puts the contents in the feeds of only five users. In other words, Facebook is not crazy in distributing the contents. But when the same contents are shared on personal feeds of my colleagues, Facebook distributes them to more users. Quickly, we noticed that Facebook prioritizes friends’ shares over those shared by media or company pages. Immediately, we stopped paying attention to Facebook from Tekedia account.

The company has indeed come out clean, informing the world what it has been doing. And going forward, contents from friends and families would be prioritized more over those from publishers and brands. We disconnected sharing contents many weeks ago on Facebook across all our companies. We found zero value for the time spent. However, we do encourage sharing contents via individual personal accounts which indeed continue to work brilliantly.

Facebook said it plans to alter its algorithm to favor content from friends and families over publishers and brands. In a post published yesterday (Jan. 11), CEO Mark Zuckerberg wrote the company’s objective was no longer primarily to surface “relevant content” for Facebook’s 2 billion users, but to prioritize meaningful social interactions that benefit them.

“We built Facebook to help people stay connected and bring us closer together with the people that matter to us,” Zuckerberg wrote. “But recently we’ve gotten feedback from our community that public content—posts from businesses, brands and media —is crowding out the personal moments that lead us to connect more with each other.”

[…]

Zuckerberg said Facebook users should now expect to see less content from businesses, brands, and media and more from friends, family, and groups. Factors such as the number of people who react to, comment on, or share posts will be less important than the content’s success at sparking a conversation.

What You Can Do

Maintaining personal account now is more important than any business account on Facebook and LinkedIn. Twitter does not categorize business and personal accounts so the distinction in not there. If you want to do business in this age, Facebook is making is clear that you cannot hide under your company. It wants you to invest time and efforts to create contents that drive conversations. There is nothing like passive social media marketing. It is moving from digital marketing to social digital marketing, and that has to be done from personal accounts and not necessarily business accounts.


--- Read my new books Africa's Sankofa Innovation and Cybersecurity and Digital Forensics (we've started posting, one chapter per day). All books, exclusive articles, etc for $20 (or N7,000) per year. Also, we offer Advisory Services (tech, strategy & Africa)

Share this post

Leave a Reply