Friday, July 6, 2012

Marketers Focusing Less Effort on Facebook?

Image representing Facebook as depicted in Cru...
Image via CrunchBase

If you are Facebook you are probably hoping that the whole IPO thing gets smaller and smaller in the rear view mirror as quickly as possible. The scrutiny that the social media giant has faced in light of its newly acquired responsibility to shareholders has created as many doubters as supporters. Hey, the love affair had to cool down at some point, right?
The latest bit of data that can be used against Facebook (if one chooses to do so) comes from the firm 33across. According to their findings, marketers are moving in the direction that makes Facebook less of their concentration rather than more. Th chart below comes from their findings. It’s a little tough to see so we apologize in advance.
I am not sure that this is really anything for Facebook and their fanboys/girls to worry about too much. This kind of question and the increase in those paying attention to the rest of the web is more indicative of the evolution of marketers rather than the decreasing importance of Facebook.
Why? Because the best digital marketers have seen enough evidence that the Internet is a very wide channel that works best with total attention. If efforts get too ‘siloed’, like placing too much emphasis on Facebook at the expense of the rest of the web, then there is plenty of money left on the table. Facebook is simply a part of (albeit a pretty big one for sure) the total digital marketing opportunity that marketers have today. The more marketers look at the total web experience that can lead a prospect or customer to their business the better off they will be in succeeding to reach more of their target market. It’s common sense really.
If you or others in your marketing organization are fixated on Facebook at the expense of other channels it is likely that you are making a mistake. Sure, Facebook on its own can be effective but most people are not making decisions based on their Facebook friends and likes only. They seek counsel from elsewhere on the web. It’s our job as marketers to identify all the areas where target markets play and to make sure we are there in the appropriate fashion (display, posts, video etc).
If you are Facebook it would be best to understand your place in this evolving ecosystem and take full advantage of it. Of course, if Facebook’s corner of the digital world doesn’t produce enough revenue to live up to the hype then there will be blood. That’s a problem for the bankers and not us mere mortals.

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