Following on from the rant about the dominance of Gooface a short while ago, comes this ‘explanatory‘ note from Facebook about a test being carried out in several countries that smacks of changes being made to the newsfeed that will remove completely organic posts from a company you might follow.
In other words, if a company wants to communicate with you, the current squeeze that applies is insufficient, there is a revenue opportunity available to Facebook by removing completely the currently thin chance their posts will get into your feed.
Josh Bernoff explains it clearly, in this post along with his usual dose of cynical amusement at the arrogance of Facebook.
If there was ever evidence needed that marketers have no option than to build, over time, their own digital presence, based on digital properties they own, it is this move to eliminate the organic reach that gave the social platforms their start, in the chase for revenue.
In this country (Australia) we have been beset by an ongoing debate about the rules governing the ownership of media. Back in the 80’s, rules were imposed and adjusted over time, that prevented ownership in one regional (in Australia) market summarised as ‘no more than 2 out of three and 75% reach’. They were designed to ensure the diversity of ownership and therefore points of view being expressed by the few who had the wherewithal to own a media outlet. It finally dawned on the geniuses in Canberra that by stealth, while they were not watching, Gooface and their ilk had changed the face of media, and the rules were the equivalent of banning the shooting of dinosaurs.
Righteous, but a little redundant.
Now everybody can own a media outlet, everyone can be a publisher, for a few dollars.
I suspect the answer to the question in the headline of this post is a definitive ‘No’ and we all know the problems that emerge when you are doing nothing but playing catch-up in an environment where your domain knowledge is limited to non-existent. You get the sort of reactionary decision making and half-baked ideas that make you look stupid.
It strikes me that this is the core of the lack of confidence slowly eroding the respect and confidence we have in our institutions, and the only true antidote to that sickness is a solid dose of leadership.
I am not holding my breath.
