Without question – YES. All of the discussions regarding the need to ‘pay to play’ and the lack or organic reach many articles keep popping up that Facebook is dead and you’d better be looking elsewhere (notably Google +).
While I am in full agreement that Google + is a MUST now more than ever, Facebook is far from dead from a marketing perspective:
“From Q2 2012 to Q3 2013……the percentage of active users among the 35 – 44 year old age group rose from 47% to 53%, among 45 – 54 year olds from 43% to 49%, and among 55 – 64 year olds from 39% – 45%.” (http://www.forbes.com/sites/haydnshaughnessy/2013/12/30/dead-and-buried-heres-whats-really-happening-with-facebook-demographics/)
While the article focuses more on the declining teen use, the above statistics are a sobering fact that those with purchasing power and decision making authority – a small business’ prime target market. Google + is great for SEO but for many, our customers are still playing and interacting (read: asking for and receiving referrals) in Facebook. They are also ‘checking in’. That being the case, your business still needs a strong presence. Rather than giving up on Facebook, you need to focus on HOW to use the platform to get reach / engagement now that the rules have changed. (Stay tuned for more on the ‘HOW’.)
What are you doing to change your Facebook strategy?
by Robert Nissenbaum