viral - 1:35 am on Oct 18, 2013 (gmt 0)
Here is a quick history of some of my social activities.
I moved my personal and some client sites to concentrating on social about 2 maybe 3 years ago. It worked great especially the FB stuff.
The things I liked about FB pages was the almost instant gratification when posting something. I was getting email open ratios of about 1-5% but FB pages were getting 50% and above. So newsletters quickly became Social-centric and it worked brilliantly. Both my own sites and my clients boomed.
But and there is always a but... Around about the start of the year, I am not sure what happened but the activity rates on FB (un-promoted) posts went down to about 20% or below. Still better than my email list but there is a steady and constant decline.
However if you promote those posts the interaction goes way up! and I think this is what is happening. Webmasters are now so comfortable with promoting posts that the available real-estate on a persons timeline is being fought over pretty hard and FB is finding it hard to allocate free (unpromoted) posts any space.
I have one client that is a local pub. They do amazingly well promoting special events through their FB page however recently the price has skyrocketed. Partly due to their quality score going down but also other pubs (some of which are my clients also) have started doing the same.
I am in a unique position as I am watching 3 different pubs fight it out over FB sharing. Before anyone criticizes they all know I am working for all of them!
The Timeline real-estate has diminished a lot in that niche for this town and I am now having to get them to get my clients to stagger their promotions (not compete as much)and that is helping reduce promotion costs. However it doesn't help with the other pubs in town who are not my clients.
From what I can tell FB is caught between trying to take your money and trying to give the users a decent experience and they are finding it hard.
So what does all this boil down to? yes Social is great and people you really should be doing social in your niche. You can use it in the same manor as your email list but with a higher interaction rate. However it is getting harder and harder in this arena also.
Anyway there is some personal experience for those who haven't gone properly down the social route.