The issue of content and data ownership is pushing brands away from Facebook and on to their own microsites and other social media channels, writes Adweek. You may have noticed that some companies are posting less original content on Facebook, while featuring more reposted content from other social media sites.
Brands have already seen a decline in audience reach on Facebook over the past 12+ months and now they’re looking for channels where they have more control over their content and data. “Brands don’t own what happens on Facebook, and as organic reach has been absolutely eviscerated, they remain aware of that,” said Forrester analyst Nate Elliott, who noted that marketers have been telling him they no longer see Facebook as a viable marketing channel.
Maura Tuohy, social media director at Eleven Inc. told Digiday: “…we do think Facebook’s move over the past few years toward reducing organic reach (as well as their hesitancy to share data) has caused agencies and brands to further diversify their social platform strategy.”
Some companies are using Facebook to drive consumers to their own fully owned and operated microsites, while others are shifting emphasis to other social media channels. EA Sports, for example, created a microsite called the Giferator, where visitors can customize shareable GIFs, to promote its Madden NFL 15 video game. The company used Facebook to drive traffic to the Giferator. Earlier this year Revolve Clothing began encouraging customers to take photos of themselves wearing Revolve merchandise and then posting it on Twitter and Instagram with the hashtag “REVOLVEme.” Since February, Revolve has accumulated more than 60 million impressions of the #REVOLVEme hashtag.
Encouraging customer interactivity and harnessing customer-generated content are top priorities for social media marketers and “renting” space on Facebook means less control of both content and the look and feel of a brand. Brooks Thomas, AT&T’s director of digital and social media, summed up the situation in Adweek: “By and large, I view owned spaces as the farm and rented spaces as the market where you sell the crops—you can personalize your stall, but you can’t design the market.”
How are your social media plans changing for 2015?