The word around the social media blogs recently is that Facebook is losing the younger audience. Mashable recently highlighted both sides of this statement, from the eyes of teenagers, bringing this discussion even more to the forefront. Read them here: I’m 13 and None of My Friends Use Facebook and I’m 15 and All My Friends Use Facebook.
Ok, now that we have the basics of the discussion out of the way, let’s talk about why it doesn’t matter.
Sure, we’ve all been building our Facebook audiences for years, and we have engaged people who listen to our communications messages. We’ve put a lot of work into building relationships with our Facebook audiences. But remember the time before Facebook? The world of MySpace was strong, and many of us had presences there, too. And before that? Social media as we know it today was in its infant stages. We’ve been forming new audiences on new platforms for quite a while now. And we will do it again. Social media is a changing beast, and those of us wrangling it are familiar with change.
I recently consulted someone on social media and at the end of our discussion, he said, “So basically what you’re saying is I need to look at the data and base my decisions on that?” DING, DING, DING! We have a winner! That applies in this situation, too. What does your data tell you? Does it show that your younger audience is dwindling? If it is, what do the rest of your audiences look like? Facebook Insights will tell you everything you need to know.
So while the Facebook-pocolyspe is supposedly growing, remember that you’re prepared to be flexible and go with the flow, no matter what it is.