It’s for this reason that social networks evolve so quickly. I remember numerous companies rising up on the backbone of Facebook, only to find out Facebook’s rules for their platform changing and completely going out of business as a result. I learned this the hard way with my service, SocialToo, which, based wholely on the premise of a user’s social graph on Twitter alone, and the ability to auto-follow, was quickly overrun by changes in Twitter’s API policies which rendered my business model obsolete.
Am I bitter? Maybe a little, but the fact is I’ve learned my lesson. In this ever-changing world of social media, marketers and business owners need to be willing to adapt very quickly, and look to the future, expecting these technologies to change fast, and the rules that go with them. What works today will likely not work tomorrow.
Facebook is already making this evident in their changes in News Feed policy, suggesting they will begin punishing “memes” and “calls-to-action” in posts on Facebook Pages. In the past, this is what performed best because it produced the greatest engagement, and in fact still does! Marketers are looking towards a sore wake-up call if they are not preparing for these changes.
In every presentation I make, even in my recent course on Facebook Ads (you can download it here!), I always tell people not to believe me. Always test, test, test. What works for me may not work for you, and most of all, Facebook is in a state of constant flux and change due to the ever-changing attention spans of its users. Marketers need to study these early, and study them often, and continually test the strategies they employ on social networks or their social strategies will not work.
The strategies and techniques I share in my courses and consulting and speaking work – I’ve tested them, and they have produced results for me. But a Social Media Marketer needs to be on their toes. What works for me may not work for them. A good Social Strategy needs to be constantly evolving, constantly changing, and forever in flux. There should be no end in technique and growth of that technique. That is where you will see your greatest success – constant change.