There’s one thing marketing and technology pundits love more than declaring the rise of the shiny-new: declaring the fall of the tarnished-old. Findings from a recent survey caused some journalists and bloggers to proclaim that Facebook needs a good polishing.
The survey in question was conducted by Pew Research Center’s Internet & American Life Project. Of the over one thousand adults questioned, 27 percent said they plan to use Facebook less in the next year. The number rose to 38 percent when looking at just 18 to 29 year olds (the cohort often thought of as early adopters). This drop in interest even has a catchy, alliterative nickname: “Facebook fatigue.”
Fading Into Irrelevance?
While a segment of users may be logging in less, the social network is hardly fading into irrelevance. “There’s still going to be a lot of media consumed on Facebook,” said Jonathon McKenzie, digital media specialist at Empower MediaMarketing. In the same Pew study, 69 percent of respondents said they plan to use Facebook at the same level they did last year. That’s many, many people Liking, chatting, sharing and playing Farmville.
Or Continuing to Thrive?
In fact, Facebook continues to innovate, and marketers get smarter about how they use it. The creation of Graph Search aims to introduce the world to social searching. McKenzie said he’s noticed an increased use of Facebook Exchange to create targeted Facebook ads based on users’ web surfing. He also said brands are shifting their focus from quantity of Likers to quality.
Start With a Solid Foundation
No matter how big or small Facebook becomes, it should be just one part of a brand’s social media strategy, which should be just one part of its overall marketing strategy. In other words, marketers should make sure their foundation is solid. Then they can add any pretty bells and whistles that make sense and remove that lose their luster.