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Dear John (or whatever guy is reading this at Facebook),
In the regular world of business, skewing numbers to deploy
your own sales scheme would be seen as inappropriate, without integrity and
depending on the severity – illegal.
But, you know we all depend on you.  We depend on you to know what mischief our
kids are involved in, we depend on you to reconnect with high school friends
and old college flames, and we depend on you to help grow our business,
readership and viability. And, you know it. 
So, being the savvy example that the rest of us are trying
to follow, you are playing games with us. 
Some might call it a marketing scam. 
Some might call it experimenting. 
Some might think it is smart. 
Some might even be envious of your creative ways to use your platform to
leverage your power.
Hey, we get it. 
Everyone is trying to make a dollar. 
It’s why we use each other.
I went to a conference a couple weeks ago and part of the opening
activity was an icebreaker of questions. 
One of the questions on the list was “what do you wish you understood
better”.  My answer, “what the heck is
going on with Facebook algorithms, because they are jacked up”.
Over the last month, I’ve watched and I’ve observed.  And, you’ve helped me develop a life principle
that I have posted on my board and when I quote it, I do give my experience
with you the credit for origination. 
“You can’t un-reach someone you’ve already reached”.  Interpretation – if someone has viewed a
post, they can’t not have viewed it.  If
I have a post showing 20 views and it has 42 likes and 2 shares, more than 20
people have viewed it.  I wasn’t the one
good at math at my house, but I know that 42+2+followership>20!  I also know that if last Thursday over 1200
people viewed a #TBT photo, then on Monday morning there can’t be a nice round
600 that have viewed it.  That number
should increase, not decrease.
I also know you’ve started really “talking” to me about how
to boost my posts.  You mentioned on
several occasions last week that nearly every post I had was performing better
than any post I had made.  Not true.  And before you shifted your numbers this
weekend I could have given you better numbers to back that up.  Just this morning, you contacted me by email
to let me know that you were willing to have one of your Facebook Project
Managers call me and talk to me about promoting my organization.
What happened to the authentic, organic followership you
were founded on?  Oh, I know how you were
founded.  I was in college administration
when you went mainstream.  I was a recent
college grad, not one of those 50+ administrators that were skeptical of
you.  I don’t have baby pictures on FB of
myself, I have real life pictures in my first albums of me at 22, 23, 24. 
You are a fantastic tool. 
We respect your ability to leverage other social media platforms. We use
you (and some abuse you).  We want to
partner with you to make ourselves greater. 
But, scheming us, skewing our numbers and making us want you by
manipulation is not ok.  In a personal
relationship, we call that emotional abuse. 
Many have made their profession on that type of thing.  If you were the guy I text most, my
girlfriends would tell me to break up with you and delete your number.  If you were a consultant I had hired to help
me perfect my business life, I would fire you. 
If you were my parent, brother, crazy uncle and we were about to gather
for Thanksgiving, I would avoid as much conversation with you as possible
because I do not have room for manipulation in my life.
Just think about it. 
You have been a gift to so many. 
You have helped us build our personal brand, spread our business’ sphere
of influence and given many a high school or college reunion fodder for
conversation. 
Can our relationship just go back to the way it used to be
when you gave me what I needed and reciprocated what I gave you?  When you are most authentic, I want to engage
with you more.  When you are manipulative
and dishonest, I want to retreat and go in a different direction.
When you’re ready, we can talk.

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