04/12/2024
We’re mothballing BluBird’s page. But here’s why you (probably) shouldn’t do the same:
The truth is, for many of our clients, Facebook remains a cornerstone of their social media strategy. We’ve run paid campaigns on the platform that have driven excellent results in terms of awareness and conversions. We’ve seen brands use Facebook groups to foster community and evangelism. We’ve seen it serve as an important customer relations channel.
But we also see a lot of brands maintaining a Facebook presence because they think they have to. And here’s the thing: not every brand needs to be on Facebook. We certainly don’t.
We’re big believers in a platform-specific approach to social media. Every channel has its strengths, but not every channel is right for every brand. Here’s how we decide:
It starts with objectives: what are you trying to accomplish, how does your social presence further those goals?
What resources are available? What time, budget, and team capacity do you have?
What channels support the most efficient use of those resources to reach your objectives?
For our agency, Facebook no longer fits into this equation. Eliminating such an established platform wasn’t a decision we made lightly, but it was the right one for us. Facebook doesn’t align with our strategy anymore, and we’re choosing to focus our time and resources on platforms that better support our goals.
If your Facebook strategy feels like a copy and paste effort across channels, it’s time to rethink your approach. A “get me over” social strategy where you’re repurposing the same content on every channel is not actually a strategy, and it’s certainly not going to be algorithmically successful.
Post with intention (or don’t post at all). 🐦
