Facebook’s pages platform reaches only six percent of a brand’s followers; and it’s headed down to one to two percent.
If businesses want to make sure that people see their content, the best strategy is, and always has been, paid advertising.
One of the problems with advertising experts is that they have a free pass.
They go around to conferences, they talk to the press, they write stupid blogs, and they make profound and confident statements about the advertising industry.
And no one ever goes back and checks up on them.
Lying is different from bullshit.
When you lie, you know what the truth is but you intentionally misrepresent it. In a way bullshit is more insidious because people who bullshit often don’t know what the truth is and don’t care.
They’re out to make a point; they’re out to sell you an idea; and they really don’t care whether what they are saying is true or not.
The theory that people want to engage with brands online and share their enthusiasms with their friends and that their friends will share their enthusiasms with other friends through social media channels has turned out to be an infantile fantasy.
In fact, what social media sites are rapidly becoming is just one more channel for traditional paid advertising.
Here’s what you need to know about social media:
The hundreds of millions of people using social media are interested in interacting with each other.
Not brands, not ads, not you, not me.