Many across Twitter still found humor in the moment of panic, but the outage definitely gave me a few solid minutes to once again contemplate whether or not such a big part of our business should live on a platform that isn’t our own.
We’ve talked many times as a team about both the risks and the rewards associated with building our community on Facebook.
Sure, the odds of Facebook disappearing completely tomorrow are quite low. However, even if just the Groups portion of Facebook were to go away it would be a big deal for our community.
Hosting our community on Facebook means that we’ve built a group of subscribers who have opted into notifications from our group but we can’t necessarily contact them outside of Facebook.
How to Bridge the Facebook to Organization Gap
What can be done to bridge this gap between the “rented space” in the social media world and the space owned by your organization? Here are three things you can do:
Encourage those who like or follow your business to subscribe to email updates as well. Facebook notifications can get overwhelming and it’s easy to miss something. For IMPACT Elite, I write a digest email every two weeks rounding up the best posts from the past 14 days and highlighting them in a short video and email with links to more information.
Use Facebook ads the inbound way to get and keep people engaged with your business. You can use Facebook Ads to generate leads, market to existing customers, and retarget existing customers.
Build an advocate community. Sure, engaging on social media is great. However, you can take things a few steps further by building a rewards program for your top advocates. In this program, you can encourage members to share your content, review you online, give testimonials, and more. I love these examples from HubSpot: HubStars and Secrets Resorts: The Secrets Society. Psst...IMPACT is actually working on one of these ourselves! Interested? Sign up here to stay updated on what’s to come.
By encouraging your audience to opt into hearing from your business outside of social media, you’ll already start to bridge the gap between the rented and owned spaces.
Plus, once you’ve built the tools to grow your audience outside of social media, you won’t have to panic during the next great Facebook outage.