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Don’t Be A Channel Changer Over Facebook Timeline.

by Dan Gershenson

I’m hearing some reaction to the Facebook changes that have to do with its Timeline feature and frankly, I think the hysteria is quite overblown.

Whoa. Let’s slow down and remember a couple things.

1) You don’t own Facebook.
They can do whatever they want and it’s your choice to participate in it for free. I didn’t say they always make moves that are right (even Mark Zuckerberg wouldn’t say that). But you and I both know they’re in control of the site at the end of the day.

2)  Switching to another channel over what is essentially a layout change is frivolous.
You can flee to another social media channel in protest…that will eventually make changes to its layout/visibility settings that you’ll protest, causing you to either go back to Facebook or another channel entirely. The Timeline change may annoy you but it’s not worth picking up and moving over. I saw a comment from someone who said “I’m going to Google Plus and I hope they won’t mess with anything the way Facebook is!”

Let me save you some time. They will.

You may like the changes, you may not, but they will change in appearance and functionality from what they have now. Regardless…why place the importance on that rather than the importance of conveying and sharing great content with the audience you care about? Does it prevent you from doing that? No. When a social media channel prevents you from easily creating and sharing the content that matters, that’s when I have issues with it. If another channel can do that for me in a more advanced way, you bet I’ll take a closer look at that option – not necessarily to replace the former, but to add to the overall mix.

If you want greater control over the content you create and share, take a look at your website and blog. These aren’t the only places your content should be living, but they are the places where a lot of your content can originate from.

Facebook is often a great distribution channel, but not necessarily the greatest place for certain types of content to originate from. This is why putting the whole of your brand into outside social media channels while ignoring your own “house” is a mistake that’s really worth getting upset about – a lot more upsetting than anything Facebook is going to change.

The Fractional CMO

Page One on Google Is Your New Business Card

By Dan Gershenson • 22 Jul, 2022
Do a search for your name, your company name, your product or service names. Whatever you find on page one in the Google SERPs amounts to a significant collage of how your brand is seen in the wild today. See, it doesn’t matter if your best client tells their best friend you are the most […] The post Page One on Google Is Your New Business Card appeared first on Caliber Brand Strategy + Content Marketing.

Google My Business: The Key to Ranking Your Local Business

By Dan Gershenson • 15 Jul, 2022
For local businesses, ranking your business in Google My Business (the Google maps 3-pack) can be the difference between thriving and merely surviving. All Google products evolve as they find ways to make search better and, let’s face it, make more money from that fact. There are a handful of factors that Google uses to […] The post Google My Business: The Key to Ranking Your Local Business appeared first on Caliber Brand Strategy + Content Marketing.

The Local SEO Playbook – Your Guide to Local Rankings

By Dan Gershenson • 08 Jul, 2022
Look, if you’re a local business, meaning most or all of your business comes from customers living in your community, you must get very serious about local SEO. Don’t worry, ranking locally for the kinds of things your prospects are looking for isn’t rocket science, but it does take a serious commitment to a handful […] The post The Local SEO Playbook – Your Guide to Local Rankings appeared first on Caliber Brand Strategy + Content Marketing.

“Do You Have Experience In Our Industry? No? Cool.”

By Dan Gershenson • 02 Jul, 2022
The conversation was going well. We felt like we were connecting at the same level. The prospect had gotten to know me and appeared to feel great about my understanding of his process, goals, etc. Then came the question. I’ve received it many times before. “Do you have any experience in our industry?” Years ago, […] The post “Do You Have Experience In Our Industry? No? Cool.” appeared first on Caliber Brand Strategy + Content Marketing.

Defeating The Energy Vampires

By Dan Gershenson • 24 Jun, 2022
“The Client Is Always Right,” they say proudly. Nah. If the client is a soul-sucking, verbally abusive monster who makes you feel less than dirt, they’re not right. They’re Energy Vampires and you need to kill them. Not literally, of course. I mean fire them. Tell them to exit, stage left, out of your life […] The post Defeating The Energy Vampires appeared first on Caliber Brand Strategy + Content Marketing.

Ready To Hire A Marketing Consultant? Here’s 10 Things To Look For.

By Dan Gershenson • 17 Jun, 2022
First, watch this short video on “How To Hire A Marketing Consultant,” from John Jantsch of Duct Tape Marketing. We think it’ll share a great point of view on ten things you should be looking for in a marketing consultant so you can start your search off right.  To John’s points, we’d like to expand on […] The post Ready To Hire A Marketing Consultant? Here’s 10 Things To Look For. appeared first on Caliber Brand Strategy + Content Marketing.

Agencies Offering Too Many Side Dishes With The Meal

By Dan Gershenson • 10 Jun, 2022
I recently came across a firm that claims supreme expertise in brand strategy, content, graphic design, web development, SEO, advertising, public relations, video and business operations. Oh really. Is that all? Some web development firms say they are also experts in SEO. Fair enough. But oh, by the way, they also do content and graphic […] The post Agencies Offering Too Many Side Dishes With The Meal appeared first on Caliber Brand Strategy + Content Marketing.

The Future Favors The Nimble Agency

By Dan Gershenson • 03 Jun, 2022
Big or small, traditionally focused or digitally focused, only one kind of agency will be left standing in the future: The nimble one. There is a grim future for agencies that have a process that looks like so: Writer and designer team get Creative Brief. Writer and designer concept, concept, concept, concept, concept… Eureka! They […] The post The Future Favors The Nimble Agency appeared first on Caliber Brand Strategy + Content Marketing.

You’re Ignoring This Client The Most.

By Dan Gershenson • 27 May, 2022
There’s a popular excuse that many agencies make for themselves when it comes to developing their own brand that has to do with “the cobbler’s shoes” and basically how we’re all like a shoemaker who makes shoes for every customer except his own children. I should know. I used to make this excuse myself. But […] The post You’re Ignoring This Client The Most. appeared first on Caliber Brand Strategy + Content Marketing.

Carnival Barking and Rapid Fire Posting Chaos: Improving Online Communities From Within

By Dan Gershenson • 30 May, 2017
There’s a Facebook community I was recently excited to join, led by one of of the people in our industry I truly respect. Within two weeks, I found I had to leave it. It wasn’t largely the group leader’s fault. It was the people who killed it from within. Why? The entire mission of the […] The post Carnival Barking and Rapid Fire Posting Chaos: Improving Online Communities From Within appeared first on Caliber Brand Strategy + Content Marketing.
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