Back in 2011, I wrote a short blog post on social media house cleaning. At the time I was feeling the pressure of trying to be in too many places at one time. I was just re-branding my business and wanted to make sure I was focusing on the right strategies. So, I encouraged everyone to cull their Twitter lists, revisit their social media strategy, and focus on the goals that emerge from that revisiting.
Today, I am still doing the same thing. I have come to believe it is a value and not a task. I recently deleted my Facebook business page for the second time in five years. I thought I’d give it one more shot a year ago—even after my own data showed that I got zero leads there. It’s just my sector—very few of my competitors and cohorts are on Facebook and it doesn’t look like any of them have robust followings or engagement.
Yesterday I read this piece from Social Media Today titled, “Is it Time to Close Your Facebook Page?” It reminded me of the relief I felt when I finally deleted my business page for the last time. Closing down your Facebook page isn’t right for everyone. But as Facebook becomes a channel of noise where only the biggest brands really can connect (or brands that dedicate a lot of resources), it becomes more work to get seen there. I finally decided that my time was much better spent boosting channels where I already have engagement and redesigning my website. After all, I did write a blog piece called “three ways to boost your brand without Facebook.”
I’ve found that I am better at Facebook because I manage pages for clients. The incentive to promote their products and services and keep on top of how to get them more traffic keeps me on top of Facebook. I didn’t have that motivation for my own page because it was such a remote outpost. Facebook is a priority for my clients that have pages—it then becomes my priority too. I am learning to live without Facebook as part of my social media strategy.
If you read the comments in the SMT piece above, you hear the resounding argument, “people expect you to be there.” I think that’s true for some sectors, but for many B2Bs, it just isn’t true anymore. If I made a priority list of where my potential customers expected me to be, Facebook wouldn’t even be in the top three. My time is more valuable than that.
You should read that SMT piece above and offer your thoughts in the comments.