What would you do if Facebook or Instagram ceased to exist?
Last Wednesday I logged into Facebook to see what was going on. I had a post that I needed to reply to, so I wrote the reply to find that nothing happened. I tried again – still nothing. I assumed it was my wi fi so I turned my phone off and on again – still nothing. As my reply was important, I logged onto Facebook on my desktop and that was when I caught sight of a news article saying that Facebook, Instagram and Whatsapp had gone down.
Fortunately, I hadn’t any scheduled posts waiting to be sent or ads running. It wouldn’t have been the end of the world if I had – just frustrating.
In the end the sites were down for 10 hours but it was a wakeup call to many users that focussing your efforts on any one social media site is not the best thing to do.
Facebook is still the biggest social media site with over 2 billion users worldwide, while Instagram has a 1 billion users. That amount of people can’t and shouldn’t be ignored. Having a presence on the platforms is probably essential for your business. However, there are signs that the number of users in the US and Europe are declining and that it is seen as an older person’s social media site by younger people. Our advice is to use Facebook and Instagram but not in isolation.
There are people who believe, or will tell you, that all you need to successfully market your business is a Facebook page. Or that the way to generating a steady stream of customers is by running a continuous Facebook ad campaign – potentially expensive if you get the business to run it for you but hey – you’ll cover your costs and then some! Apparently.
Last week’s outage proved that this approach is wrong, and your marketing should be spread across several channels, and if you can several social media channels.
Facebook and Instagram can be and are great places to market your business, but they should be part of your marketing and not the only part. We use Facebook and Instagram as part of our marketing strategy but in conjunction with other things. You will know that we are great advocates for email newsletters for example.
What would you do if Facebook and Instagram ceased to exist? This looks unlikely to happen anytime soon but just remember Google+ is being closed on 2nd April.