This piece of paper represents Facebook’s diabolocal plan to lock you in to their platform:
When a company starts using social media they look to do one thing: engage with potential and existing customers. In a nutshell, this happens in three phases:
Phase 1: Build a fan base. This can be done with advertising and it can happen organically by sharing content relevant to potential fans.
Figure A above refers to this first phase. Like Twitter, Facebook feeds are fast moving so as a user to you only see a company’s post occasionally (inner circle). The outer circle represents the total fan base.
Phase 2: Talk AT your fans. “Campaign Based” - When brands are starting their social media efforts, they’re generally engaging their fans when the brands want to engage them.
Phase 3: Talk WITH your fans. ”Always On” - More mature social media efforts engage their customers when they need/want to be engaged.
Figure B describes the switch from “campaign” spending to “always on” spending, in the form of a slider. The “e” and the “m” represent early and mature stages of spending.
Figure C shows how campaign based messaging declines over time and “always on” spending increasing over time. At the 50% mark is when Facebook thinks they have you locked in for life. A brand can’t reach all its fans without spending money to promote posts, and it can’t ratchet down its always-on Facebook spend because it has a large fanbase who expect the brand to be listening…
I wonder if they arrived at this decision by looking at their current situation, or if they have arrived at their current situation because of their decisions. Either way it seems reasonable to assume that we’re stuck with them for a while.