More than 40% of all Americans log into Facebook every day. Discounting fringe ages and focusing strictly on the working population is that everyone? Literally?
This article is adapted from a talk I gave recently at the B2B Corporate Social Media Summit. Did you know that McDonalds views their partnership with Wal-Mart as an opportunity to train new store managers? If you want to be a store manager or a franchise owner, chances are you will spend some of your time stationed at a McDonalds inside Wal-Mart.
Why? Simple. There are fewer moving parts.
- A Wal-Mart McDonalds does not have a drive through. That's one less thing to worry about.
- A Wal-Mart McDonalds does not have a parking lot for which it is responsible. One less thing to worry about.
- A Wal-Mart McDonalds does not have an exterior building facade for which it is responsible. One less thing to worry about.
We have all heard the hypothetical question, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Well, the answer to that question probably depends on your perspective. What’s curious to me about this mental exercise is how close of a parallel you can draw to Facebook. The Facebook EdgeRank algorithm determines who sees your posts in the newsfeed. There is simply too much information flowing through Facebook for the average account to see all updates from all connections (be it people or Brand connections). So, the challenge for a social media marketer is to determine how best to cut through the noise so that the maximum number of posts are seen by the most people.
In other words: If you post to Facebook and nobody sees it, did you really post to Facebook?