Should You Rethink Your Facebook Strategy?

Rick Mulready at Entrepeneur quotes a Facebook rep:

[Facebook is] getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it. … We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.

A loose translation of that might be “if Facebook is part of your business strategy prepare to open your wallet.”

Not being particularly sociable, I' not a big user of social media and I don’t have a Facebook account. So, this may be colored by personal predispositions but I have never thought it was a very good idea for a business to make a strategic commitment to a third-party platform unless the relationship was something close to symmetrical. If one party has all the power, and in the case of Facebook or Mircrosoft or Google it's them, they'll evolve according their own needs without regard for yours, and one thing you can count on is that somewhere along the line they will want more of your money than they're getting. And then they' take it.

I don’t know if it’s time to “Ditch Your Facebook Strategy” as the article suggests, but a strong branded presence under a domain you control is always going to provide a foundation to build on if you need to revise, and reduce the importance of, you social media strategy.