Did Facebook Put the Final Nail In Its Coffin?

We've all heard the news by now. Facebook is about to change the way marketers advertise on their platform.

It's about to get very scary out there.

So, what's going on? In short, Mark Zuckerburg had an "Ah-ha" moment that is going to cause social media marketers and small business to move their marketing budget away from Facebook. Why would he do that, you ask? When YOU find out, feel free to help me understand. As with any huge news story, there are rumors and gossip. One such story is that Mark had a revelation about family and friends since the birth of his children. Changing your priorities and all that jazz.

But was that revelation worth all the money he has lost and will continue to lose?

Let's be clear. That young man in the hoodie we got to know so many years ago now possesses more money than God. Even if he never made another red cent in his life, he could still afford to live in a fashion that few of us will ever get to know.

Another rumor? Zuckerberg is looking to pull away from the political nonsense. Distancing itself before the 2018 elections seems like a smart move. With all the rhetoric about "fake news" being tossed around on Facebook, it is getting harder and harder to believe your lying eyes. Daily, it is more difficult to tell fact from fiction.

Then, there's also that whole "Russia" thing they were allegedly entangled in, but I'm not touching THAT in this article. Nope. Nope. Nope. Not me.

Moving right along...

What about those who own small businesses? Many of them have built up their brand on Facebook. Tiny little mom and pop shops who boost posts for $10 just to let the community know they are out there will no longer be seen. They will be overshadowed by the content of major corporations with unlimited advertising budgets. And with regard to us, the people who market these smaller companies? It's a frightening thought what could become of us if we aren't willing to dive into new ways to be creative when it comes to our marketing. More importantly, how do you convince your client that Facebook might not have value to it any longer, especially when that is what they used to build their brand originally! It's going to be a sticky situation.

If you look at the facts, aside from the big smack in the wallet from shareholders this past week, Markie Z is still capable of winning. Think about it. Why deal with the $20 boosted posts and ads from 50 small clients when you can get a company who advertises weekly at $1500 a pop? But the timing is good...for him. It is a chance to steer clear of all the bad press Facebook has been receiving as of late. At heart, Mark is a smart man and wouldn't make such a drastic change if there wasn't some sort of payoff for doing so. Similarly, how many of us have changed our priorities as we have gotten older and starting families? I know I have. I am certain most of you have as well.

Regardless of intention, this is the hand we have been dealt. So what are we going to do about it? Well, you can wait around and see if this Facebook thing is really going to affect your clients...or, you can start planning new strategies now. Do something on social media you have never done before. Start using other platforms more often. Take a few for a test drive and see what it does for you.

Most importantly, don't be afraid to drag your client out of their comfort zone. Give them the facts. Tell them what is going on, how it is going to affect the brand page, but show up with solutions. Honesty is always the best policy when dealing with your clients and complete transparency is what will keep them coming back to you.

As for the "death of Facebook"? We in marketing have been hearing this since 2006. Facebook has gotten off of life support more times than Cher has done her "final tour". They both believe in life after love and while some marketers are going to break up with Facebook, remember, it's not over until the ink on the divorce papers dry. Someday, Facebook will send you metaphorical flowers and lure you back into their loving arms. Until then, date around! Have a fling with Twitter. A love affair with Instagram. Netflix and chill with Snapchat. Watch the sunset with YouTube. Remember: No long-term commitments because Facebook will be back with a vengeance soon enough.

Just make sure it doesn't try to move back in with you. Keep your options open.