Legalize Facebook
By   |  Culture,  Strategy,  User Experience 

Everyone is talking about how post​ reach has decreased and how the Facebook guys are being ​ such bastards trying to get some money out of their ​own ​business.

People think the lads that work at Facebook pay their bills with likes. Guess what: they don’t. They need to be paid at least to survive another day keeping Facebook running perfectly​ for you​​ and for your business.

In the real world, not in ​L​a ​L​a ​L​and, we must​ have​ this in mind: “If you are not paying for it, you’re not the customer; you’re the product being sold.” So, people are mad that Facebook has shortened their free audience. How in the world can they do that? How dare you, Mark, try​ to ​get a share of the money I’m making for free on you​r​ platform?

Please, get real, we all live in a capitalist submarine. If Mark and his employees wanted to work ‘pro bono’ they would be U2 roadies instead of building one of the most culturally shaped modern society landscape.

For what I see, Facebook has the perfect business plan. It´s just like one of the most profitable businesses in the world: drug dealing.

At first, they handed it out for free. We were paying out with our data but, hey: our choice, our problem. Let’s deal with it later and rock on while we’re young. After everybody was hooked up on Facebook – brands included – they started asking for money. But they kept giving an extra hit for free. The price was ok for the consumers, no harm was being done, and also none of them were making big money. Then, suddenly, a huge industry where I´m included started to grow around it, and brands began to make big money out of it.

Well, the dealer just raised the prices a bit. The more you buy, the more you’ll get for free. It’s still a good bargain as TV won´t give you free audience. What you pay is what you get. And the segmentation is far too accurate.

Well, this is Facebook’s​ business plan. ​Now l​et’s talk a little more about reach, and the decrease of the organic one. We’re all people behind the screens, right? We know that Facebook’s algorithm tries to give us a better experience, so we remain using it and being sold to brands. They cut down the reach as people were all complaining that there was​ too much publicity. Personally nobody wants to get slammed with ads in their personal place that they believe Facebook is. So, in order to keep us satisfied and answering to a huge boom of Facebook pages from brands, they had to cut it out a bit or people would go elsewhere.

On the other hand, and because we’re all people, Facebook can’t stop one post from being liked and shared. It can reduce the organic reach, it’s true, no doubt about it. But if people like it a lot, if it’s breaking new, it will override the algorithm and get through it anyway.

Some of the brands that I´m responsible for have decreased their organic reach. Some have raised​ it sky high. It depends mainly o​n​ the true organic behavior of people that the Facebook algorithm tries to emulate: content’s organic reach will be equal to the product of its timing, quality, pertinence and affinity with the audience. It will decrease in time, as more things are happening and old news are rubbish. If you look at it, it makes perfect sense. So, good content perfectly timed, that the active community can relate to,​ will always have an outrageous organic result. Don’t panic, it’s still organic.

The problem is that we don´t always match this formula. It’s hard to hit it perfectly 2 times a day, 365 days a year. But it’s not impossible.


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