The Chosen Ones

I don’t get a newspaper anymore.  My news comes online and it’s based on my interests.  A great deal of my news comes from Facebook.  For purposes of this discussion, I’m going to use USA Today and local newspapers as examples.  USA Today is a national newspaper that gives readers a broad idea of what’s going on in the nation and the world and your local newspaper gives you a broad idea of what’s going on in your county, city and local area.  Their websites, of course, do the same.  Is this what people truly care about though?  Of course.  On some level, we all care about what’s going on in the world, in our cities and in our towns.

What do we care about most, however?  We care about our family and friends most.  When you ask most people to list their priorities the top three will likely be their family and friends, their job and their religion or spirituality in no particular order.  So where do we all go to get news on our family and friends???  Why, Facebook of course.  My new Sunday morning routine isn’t reading the “funnies”, Sports section and Entertainment section of the Detroit News anymore.  It’s getting a cup of coffee, opening my laptop up and seeing what my family and friends did this weekend.  Who had babies?  Who lost a loved one?  Who had a great time in Las Vegas?  That’s what I care about most.  I know that’s what I care about most because that’s the first thing I “research”.  Then I’ll go to my favorite news outlets and look up how the Detroit Tigers did last night and see if they are still in first place and of course see what’s going on in the nation and the world.

What’s my point?  What am I getting at here?  Well, another thing that I can choose on Facebook is what “advertisers” I allow to appear on my news feed.  I can’t choose that at all with a printed newspaper and websites, including Facebook, are getting a little smarter with the targeted advertising they feed me, but to be honest, it’s never really what I want to see.  I mean, how many times can they suggest I like “Mayhem” on Facebook before I can make it go away.  I can’t.  I can control that I “LIKE” Pepsi and I can see what Pepsi is posting on Facebook in my newsfeed.  I chose that.  So did 4.5 Million other Facebook users.  31.5 Million users chose to allow Coca~Cola to advertise on their newsfeed.

This is the equivalent of telling USA Today or the Detroit News what advertising you want printed in the paper they deliver to your doorstep.  Pretty powerful when you think about it.  So if you don’t have a fan page on Facebook, I suggest you get one now.  If you do have a fan page, but you really don’t have a strategy, I suggest you work on it.  You need to create enough interest on Facebook that people choose to allow you to advertise to them.


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