People are talking about whether they love or hate Facebook. There’s no doubt that the platform is a powerful marketing tool, but there’s also lots of reason to have mixed feelings about this social media platform. This article explores some of the good and bad aspects of using Facebook.
Since its inception in the early 2000s, Facebook’s social network had a huge effect on real life, in positive and negative ways. Amid the 2.89 billion who use the social media platform, it’s helped people and businesses stay connected across the world. Whether via video, advertising, groups or otherwise, it’s allowed brands to engage with various target audiences, optimizing brand visibility. As both a promotional tool and an interactive platform, Facebook is the most popular platform in the social media sphere.
That said, Facebook has also been cited as a tool that causes division, discord and depression. It also has been accused of selective censorship. Should Christian radio stations continue to capitalize on the benefits that Facebook provides? Let’s weigh the pros and cons behind Facebook…
Facebook has its fair share of cons
As with any digital platform, people can use Facebook with ill intent. Issues like cyberbullying and scamming have occurred on the platform, as well as one of the more significant problems that Facebook’s detractors cite- that it causes division. While that certainly seems obvious to anyone witnessing the arguing, berating, and trolling on the newsfeed, there’s actually data behind it. In an internal audit, Facebook found evidence that its algorithms were encouraging polarization.
Another criticism is that Facebook lowers self-esteem
Multiple stats show that negative comments, lack of “likes,” and unhealthy comparison on social media have led to lower self-esteem and depression, in part because some users log into social media websites with the sole intent of hurting others, in real life, through comments or destructive posts.
Mark Zuckerberg Owns Facebook, Not You
Facebook has also been accused of deleting pages and accounts they disagree with. This may be due to the difference in political, social, or world views. Plus we know the news is filtered throughout the social network as well. What people need to realize is that Facebook is leased property- not something that we own. Mark Zuckerberg owns this property. It is his company we have to play by his rules if we want to continue to use the Facebook platform.
Connect People To Your Digital Assets
Stations should do their best to build communities with their Facebook followers, and create definitive strategies that direct your followers to your apps, website or your email list- in other words- the property you own. At the end of the day, Facebook picks and chooses what content remains on its website. As long as you do your best to ensure your content meets Facebook guidelines, you’ll be able to serve your audience in the best way possible and elevate your station brand. Don’t jump off Facebook’s social network due to ‘what ifs.’ For right now, at least, this is where the people are.
Keep Up With The Digital Buzz
Connect With Hurting People Using Facebook
With people hurting on the other side of the social media newsfeeds all around the world, Christian radio stations can make it their duty to approach the Facebook social network in a way that serves those who are looking for hope, encouragement, and support. As a station, you can make positive posts, create uplifting photos, and point people towards the Author of hope and love. You can encourage people daily to find renewed purpose in their lives and to ignore the negativity on social media.
It’s so important as a radio station that you remain mission-focused and never forget your message on social media. Messaging should establish trust between you and your listeners- using trending ideas or posts solely to gain followers will end up building the wrong audience and turning away people who are looking for real hope and encouragement online. Remember to be human on social media. Don’t get caught up chasing Facebook’s vanity metrics. Use the social media platform to connect and serve your listeners where they are at that moment. It’s more than social media. It’s a mission.
Are you looking to optimize your Facebook content strategy? Contact our team today to help your station turn social media marketing into relationship marketing.