How Gandhi Can Help You With Your Social Marketing Strategy

I’m often amused by the anger and immediate outrage that occurs whenever Facebook makes changes to Facebook Business Pages.

The first uproar was last December when Facebook changed the algorithm that gives us the content of our newsfeed. This tweak affected the frequency in which businesses content was being seen by their Facebook fans in their newsfeed.

According to one study, posts by business pages were reaching 44% less people afterward they made the change. (Ouch!)

And recently Facebook announced that more changes are coming to Business Pages. In particular with the layout and design.

The Cliff Note version is that posts will display in a single column layout (versus two columns), and they’re moving where the “apps” (also known as the Facebook tabs) are displayed.

Aside: If you want all the details, please read Facebook’s Top 5 Questions about the Update to Pages and/or read this useful article by Forbes.

If I was Mark Zuckerberg, I’d hire extra personal security because small business owners aren’t please at all right now. Some are downright outraged over how the changes affect their social marketing strategy.

Honestly, I don’t relate to this outrage at all.

I see why Facebook wanted to reduce business’s messages, and I don’t think all of it was about Facebook wanting more profit. Although admittedly, that aspect probably didn’t hurt.

Keep reading to learn how aggressive marketing and Grumpy Cat ruined it for businesses, and how taking a more Gandhi-like stance on social may help your business’s bottom line and your sanity.

Think Like A Customer

One of my mantras is to:

Think Like A Customer

When you’re a business owner, it’s easy to get wrapped up in your own business issues and financial goals.

It’s easy to forget what it’s like to be a “Normal Joe” who gets up in the morning, goes to work for someone else, and at the end of the day, simply comes home.

Normal Joes don’t think of Facebook as a marketing tool.

For them, it’s a tool to gossip, to easily connect with others, and to share their thoughts and experiences. It’s entertainment that also allows them to stay connected with others.

You’ve got to remember that the majority of folks using Facebook are Normal Joes, not business owners. They use and consume Facebook differently.

There was even a time when Facebook only consisted of only Normal Joes, back before there was even a newsfeed.

I’m serious! “Back in the day” you had to click people’s individual pages, one at a time, to see what was new in their world. There was no newsfeed. (Admittedly, this was before Facebook was opened to the public.)

I used (and loved) Facebook as a Normal Joe for many years before I started a business of my own. It was only then that I put on the not-so-rose-tinted “small business lenses” and realized Facebook had another purpose and culture: online business marketing.

What if learning to use social media is a bit like learning a new language? What if the first “social” platform and perspective you learn is what you’re most comfortable in?

Then, because I joined Facebook as a Normal Joe before any businesses used it, I’m most socially comfortable with Normal Joe, or “Consumer Facebook.”

For those people who joined Facebook to promote their services and products, they’re most socially fluent and comfortable in “Business Facebook.” For them, the platform was a godsend because they could stay in touch with lots of people quickly and for free.

So it’s natural that these changes by Facebook feel threatening and personal to “Business Facebook” users. They use Facebook differently than a consumer does.

And that’s exactly why Facebook had to take action and make changes.


A meme of Grumpy Cat with the quote, "Yup. I ruined Facebook."

Late last year I was worried about the future of Facebook.

Why? Because all I was seeing in my newsfeed was JUNK.

My newsfeed consisted of three things: 1.) e-cards and inspirational quotes, 2.) memes and photos of stupid things (sorry Grumpy Cat) and 3.) business ads and promotions.

Look, I love me some inspirational quotes, and Grumpy Cat and I are cut out of the same sarcastic and cranky cloth. But too much of that, plus the business and media outlet propaganda was suffocating my feed.

It choked out many updates from the real people I cared about.

Since I use Facebook first and foremost as a Normal Joe, this change disheartened me.

Facebook was getting too noisy and had lost its charm. It had changed from being individual-centric to promotional-centric.

If Facebook hadn’t made the changes they did, I do believe over time regular people would’ve stopped using Facebook at the same frequency. They’d seek out a more community-based and less noisy platform.

The ironic part is businesses love social media because their people are there.

But when businesses posts a ton of business topics and promotions, it pushes the Normal Joes away from social media.

(Which really means your brand’s social media strategy has to be “likeable friend” first and foremost. More on this below.)

When Facebook made this change in December, I secretly cheered.

And I saw an immediate change in my newsfeed for the better.

Yes, my organic reach dropped for my business.

But as a new business, I’m still grateful for a way to promote my business that’s free. If my content is relevant, it gets passed on with one click! How cool is that? And if I need to, I can pay to advertise.


“Nobody can hurt me without my permission.”Gandhi

If you’ve ever been in therapy, the first lesson that’s drilled into you is that you can’t control what anyone else does.

That is, you can’t control what someone says out loud, no matter how dumb or hurtful it is. You can’t control what someone does or doesn’t do. You have zero nilch NADA control over another person’s actions or lack thereof.

You learn you only have control over how *you* choose to RESPOND. It’s your choice to remain angry or sad for too long. You can choose instead to let things go.

This philosophy applies with your relationship with the Facebook, too.

You can’t control what Zuckerberg and Co. decide to modify.

It’s unlikely, but they could decide to terminate business pages tomorrow unless you pay a hefty annual subscription fee. It’s their platform and their rules.

You have no control over their decisions.

And the sooner you recognize THAT, then the sooner you can update your communication and social media strategy to protect your business, while still leveraging Facebook and other social media tools the best you can.


My thoughts?

Gandhi on the telephone. Image from Wiki Media Commons and is public domain.

Channel Gandhi. (Yes, Gandhi.)

Use some of his strategic and peaceful viewpoints to help you communicate to your fans more effectively, regardless of how Facebook decides to treat businesses.

Nobody, not even Facebook, can hurt you without your permission. << Click to tweet!

You should host the majority of your content on your website, because that’s a resource that you have full control over.

Use Facebook to spread the word about what you’re doing on your website. But your primary goal with social media should be to direct consumers back to your website.

Facebook can amplify your message, but don’t depend on it as your only communication channel.

Email marketing is another channel which you can control completely too. (Just don’t spam people, okay?)

Be the change you want to see in the social media world. << Click to tweet!

Apologies to Gandhi for modifying his very famous quote, but as a business it’s your duty to use social media responsibly.

Recognize that most people use social media to stay in touch with the world and their friends – not to be “sold” or “pitched” to on a regular basis. So you want your brand to be seen as another “friend” — one that’s informative, engaging, relevant and likeable.

Be a friend whom asks for favors (e.g. a sale) rarely. Give more than you ask for.

I do not want to foresee the future. I am concerned with taking care of the present. God has given me no control over the moment following. << Click to tweet!

Did Facebook make another change, and now you feel like all your hard work was wasted?

It’s true. These changes might mean that some of your previous work goes to “waste,” but if it served your business before the change in any form then it was time and energy well spent.

I try to see the positive side in these types of situations. These recent changes put businesses on a (more) level playing field for a short spell as we all scramble to figure out how to take advantage of them. Be creative and look for opportunities.

Perhaps these changes are opportunities in disguise that’ll motivate you to IMPROVE your communication strategy and social media usage?

As business owners, we have a love/hate relationship with Facebook.

It’s understandable.

But remember you do have choices. Choose to focus more on communication channels that YOU fully control. Then leverage Facebook and other social channels to amplify that message.

Share with me and the other readers what your thoughts are in the comments below. Not sure what to say? Then share when + why you decided to join Facebook.

And remember, if all else fails… let’s blame Grumpy Cat.