You need a content strategy, not a Facebook strategy
Recently it became known that after six months of testing, Facebook is finally launching Graph Search, a new search engine. So far we are talking only about the USA, but we do not stand aside and present to your attention a translation of the article into the topic.
Please love and read: Shel Holtz, Director of Holtz Communication + Technology, talks about platforms, tactics and promotion strategies.
Over the past years, marketers have spent a lot of time, energy, and money developing separate strategies for Facebook. It is not surprising that they were upset by switching the social network to the new Graph Search.
An accidental consequence of the constant development of Facebook is that marketers and information dissemination specialists come up with the idea of the need for a special strategy for Facebook.
However, developing a strategy for a single platform is a waste of resources.
New lessons from old media
Advertisers understood this very well. Many understand so far. No one has created a separate strategy for ABC, or the New York Times, or Redbook. Brands had strategies for advertising on television, in newspapers and magazines.
They chose a platform for advertising based on demographic and other criteria. And if the audience stopped watching one show and started watching another, no one would wring their hands, regretting the hours spent on the strategy for this program.
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If the magazine was changing direction, no one would direct its anger at the publishers, complaining about the amount of energy that went into developing content for the magazine.
The full-blown strategy for Facebook is led by the same mentality that causes fear among information dissemination specialists when a new platform is rapidly gaining popularity.
I recently heard from professionals that their strengths are enough for only three platforms (Facebook, LinkedIn and Twitter), and if Pinterest or Instagram become popular social channels, there simply is no time left.
Platforms are short-lived
All this would not be a problem if marketers had a communication and content strategy, and platforms were seen as channels for delivering this content. Platforms come and go.
They are changing. Their audience is unstable and can easily switch from one platform to the one that suits them best (for example, recent studies have shown that teens leave Facebook and tend to Tumblr).
Content strategy professionals simply need to adapt to these changes by moving information to a new or gaining popularity TV show or publication, as advertisers of the 60s did. It remains only to regret the marketer, who once spent time and energy on a strategy for MySpace!
Tactics versus Strategy
The launch of Graph Search triggered a flurry of blog posts on how brands can optimize content for a new service. There is no agreement yet on which acronym to use to name this optimization – Facebook Graph Search Optimization (FGSO), or Facebook Search Engine Optimization (FSEO), or some other one.
Read material on the topic: Map of consumer needs. The first step to a successful content strategy
It’s good that people think about this, but I’m afraid that marketers will be distracted from the general content strategy and begin to devote too much time to studying this particular opportunity.
Content optimization for a new search Facebook should be included in your overall SEO strategy and become part of the content strategy.
For a perfect result, you need to understand what a strategy is, and how it differs from goals and tactics. The strategy defines comprehensive approaches to achieving business goals.
Facebook, Instagram, Tumblr, and any other platform in the world are just tactics aimed at solving specific problems in support of your strategy.
If you are tearing your hair off because your strategy has been disrupted by Facebook changes, it is time to rethink it.