Not you, but your business.
*note: This was written several months ago, and has nothing to do with FB being something like -20% this week.
One common recurring theme in interviews I’ve conducted and overseen has been that a lot of small-medium sized businesses are either using Facebook almost exclusively, or they aren’t using it at all (so naturally, they should, right?). However, exclusive reliance on Facebook (or any other platform) is risky, because you are at the mercy of another company. A much larger, more or less (ok, completely) indifferent company.
The other mistake I see businesses make is that they will launch every platform at once, and then wonder why they succeed in -none- of those channels. In contrast to not relying on any single platform, it’s important to focus on one thing and do it exceptionally (remarkably- Seth Godin) well. The takeaway is that we should consider and rationally decide with which platform(s) we want to launch marketing campaigns. If we have the resources and the ability, we should definitely launch on every popular social media channel where our audience is found. If we don’t, maybe Facebook is the best option. Maybe our audience has a larger presence on Instagram than Facebook, so we want to focus there. In any case, we should be directing our customers to a point where we can collect their data for ourselves to use and to manage, rather than relying on a third party to keep it for us.
So, maybe keep using Facebook, but do it because you’ve concluded that it’s the best option for you at the time. Don’t use it because “everyone should be on Facebook.” That’s not a reason; it’s dogma.
The following article is focused on Facebook groups, but it’s a good representation of how you should think analytically about which tactics you are employing, where you’re focusing your efforts, and how to work around some of the limitations of the big names in social media.