While analyzing website analytics on this blog and on other sites, I’ve noticed that, in year-on-year comparisons, website links within social media streams on Facebook and Twitter are getting less clicks. Despite more followers and more content activity.
I think many of us are nearing saturation point.
Sharing and liking functions are everywhere. More networks. More info. On top of all of the other to do lists and requirements and optimizations and check lists and productivity methods. The time I spend on browsing and exploring has decreased. Meanwhile, the supply of web content is infinite.
Gone are the days where I was in social media discovery mode. I haven’t downloaded Vine. Or tried Highlight. I didn’t even visit Pinterest since the re-design.
In addition, Facebook decides where to display posts, based on some secret algorithm based on some secret mixture of likes and previous behaviour. Maybe nobody sees my posts to start with cos i don’t have any fans/likes?
Another reason is that very often I no longer need to click the link to go to the site. I can read the article in my preferred app or reading environment.
A surfeit of social media?
Maybe. But IMHO there is also less interaction and engagement. The excitement of interacting online is no longer new. It’s pervasive. Ubiquitous.
And there’s the very real fear of losing privacy. And trolls. And spam. And corporations owning and reselling our data.
Free and open
Let’s not take our connected world for granted. Let’s not forget the benefits of connecting and linking with others.
Let’s acknowledge and thank our sources. Simple things like leaving a comment or adding a backlink. Creating and adapting rather than consuming.
What does it mean for communications at your day job?
First and foremost, do not assume that anybody is interested in your press releases, product announcements, emails or company fan page. We’re not. Remember, everybody has a tight schedule.
Give more than you take.
Make it easy to find and read your message. You need to be aware of best practises for good content, usability, on-page SEO, online advertising.
Be flexible. Try different distribution channels. If you think your potential audience is on Linkedin or on Pinterest, try it. Try new things. IMHO, you’ll need a mixed strategy of traditional, email-based and social media channels.