I’m sure any of the photographers out there who might chance upon reading this post have themselves what is called a “Facebook Page”. For those non-photography folks who use The Face simply for personal use, a ‘page’ is akin to your profile, but it’s designed for a business, or an artist, etc. Businesses are not allowed to have a profile, but must have created a ‘page’ if they wish to have a Facebook presence. My Facebook pages are here and here, if you’re interested, one for my photography (Skolai Images) and one for my guiding business, Expeditions Alaska.
Pages, over profiles, have the nice benefit of what they call “insights”, where the calculators at Facebook show you how well you’re doing with your Facebook marketing, branding, promotion, engagement, and so on. They have information available like how many visits your page has, how much “engagement” is has had, and even (kinda) where some of that traffic has come from. This data are called Performance Metrics.
So check out the photo above, and explain to me how a post might have 18 likes, 8 comments and (though you can’t see it in this screen capture), 20 shares, yet only 11 people have seen the post?
Facebook seem to be doing their very best to shoot themselves in the foot. People such as myself, be they photographers, writers, painters, cartoonists, musicians, etc, as well as other businesses, large and small, create content and post it to The Face, in order to reach more people.
Facebook are throttling the number of people they actually show our content to, regardless how good or bad it might be. Facebook’s intent is to make people like myself pay Facebook in order to increase the number of people who see my content.
Now, in my opinion, this isn’t a good way to go, and I believe Facebook will hurt themselves in the process, as well as hurt people artists and others who have worked to build themselves an audience on that particular social media platform. I think a much better way to go, for this particularly type of platform, would be to take their foot OFF the throttle, allow posts to be viewed without any kind of artificial mitigation, and then find a way to offer ads to those interested in paying to be seen on relevant posts that garner a requisite audience.
Then, share the revenue from those promotions with the content creator. This encourages an artist or any originator of good to promote their work, to increase their own audience, and both Facebook and those who are creating interesting content benefit. Youtube work this way, and are generating the scads of money for themselves.
I don’t know for certain, but I highly suspect a platform like Facebook, regardless how many ‘active members’ they have on their platform simply isn’t going to thrive on a pay to play model.
Particularly if they can’t count (see above photo).