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By Chip Dizard

If your social media campaigns revolve around Facebook, for example, and you spend the bulk of your marketing dollars driving people to a Facebook page, you are merely tending Mark Zuckerberg’s land — helping his audience to grow, helping his users to become more engaged, and ultimately helping his revenues to continue to skyrocket.

For example:

When you post something on your personal page:

1. It goes out to a small fraction of your friends

2. If they like it and engage with it, it spreads to more of them

3. If they don’t like it or engage with it disappears.


I have seen this with my personal posts.  The more people “like” it and share it the more people comment on it.

So things you don’t agree with disappear from your newsfeed. For some that’s great for me, it’s not at all.

Derek Muller points out in a  very good 7 minute video those points and more about the problem with Facebook.

Do yourself a favor and watch it.

I was presenting this same concept recently in New York City to Youth Ministries leaders and shared some of the same things.

So you may be thinking should you leave Facebook alone?  My answer is absolutely not, but here is what you should do.

Simple: invest in building out your own website with fresh, frequently updated, mostly non-branded content that will attract people and other important audiences to your site. Then develop and perfect mechanisms for capturing and nurturing these audiences over time.

As for Facebook, Twitter, YouTube, LinkedIn, Pinterest, Instagram and the rest? Use them, of course — but with the purpose of leveraging their audiences to build your own.

It’s the equivalent of working on someone else’s land but setting aside some of the crop to build up your own spread, until you have created a lucrative farm of your own — one you can truly be proud of.

Let’s build our own digital land in 2014 and stop relying on Facebook for all of web traffic.


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