Чи справді Facebook, як піар-інструмент, помирає?

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Is Facebook, as a PR tool, really dying?

Wednesday, 19 January 2022

Articles with the headlines: “Facebook is dying”, “Business pages on FB do not work” began to grow actively on the Internet. So the logical question is: is the era of Facebook coming to an end? And the main & # 8211; What social networks can now become the leading tools of PR?

Indeed, according to the latest research In 2018, the number of users who actively use Facebook decreased among all demographic groups. The greatest decline in activity was observed among adolescents. According to the Pew Research Center , the number of teen users on Facebook (aged from 13 to 17 years) fell from 71% in 2015 to 51% in 2018.

Also, marketers and PR people were not very pleased with the fact that this year in this social network, the organic coverage of business page publications has dropped to almost zero . And in order to convey information to your own subscribers, you need to pay for each post.

Look for your CA

Every PR person needs to follow trends and research on the popularity of various social networks. However, the decisive factor should be whether it has the target audience of the company. And given that Facebook is not only still the largest network * (even if there is no growth at the moment), but also far ahead of all others, the probability of meeting your CA here is the highest.

Also keep in mind that Facebook is owned by Whatsapp, Facebook Messenger and Instagram. And if FB is not growing now, the number of Instagram users is growing every day!

* The most popular social networks in the world, as of July 2018, by number of active users (numbers in millions)

This statistics provides information on the most popular networks around the world as of July 2018 by number of active accounts. Market leader & # 8211; Facebook became the first social network to have more than 1 billion registered accounts. It currently covers 2.2 billion active users every month.

 

Play by Facebook rules

  • Post videos (own, not links to competing YouTube for this platform);
  • Write content. It should not be fairy-tale advertising, but as practical as possible, ie answer questions that interest your CA;
  • And of course (now without it in any way) to constantly use Facebook ads.

Don’t put all your eggs in one basket

Don’t put all your eggs in one basket, & # 8211; say the Americans. This advice also applies to PR people. In order to reach the widest possible range of consumers, you need to maintain pages in different social platforms (wherever there is your or potentially your CA).

Usually many companies distribute the same information, only adapting to a certain social network.