I've been seeing some articles and commentaries talking about how Facebook will decline or is already starting to. Many of these articles are addressing some of the weaknesses in Facebook (such as mobile advertising and privacy issues) that they feel will hurt their future. But I want to talk about something I see as a much bigger threat...
Facebook's USERS. That's right, your Facebook friends are going to drive it into the ground.
Facebook thus far has worked hard to protect the users from too many ads or ads that are too intrusive, so as to maximize the user experience.
I came into my own professionally in the late 90's and early 2000's. It was around that time that websites were really starting to take off, and the big questions being asked by business were:
- Should my business have a website?
- If we do, how will we monetize it?
- Who will build and manage it?
- Where will we find the budgetary and staffing resources for this?
In response, many so-called 'web experts' popped up, people claiming to be proficient in building "winning" websites with programming and design backgrounds.
One of the questions I hear being asked is "Who in our organization should handle our social media?" In my case, I usually hear this asked by those who aren't active in social media and are from small businesses and nonprofits. I have actually heard a number of people say things like, "I was thinking of having our intern launch our Facebook page/Twitter profile and get it started." Wow, bad idea.
Here are three key criteria I think you need to keep in mind when deciding who is going to handle your social media.