In June, we unceremoniously unpublished our Facebook page. Given the number of headlines featuring Facebook-related news, you might expect that it had something to do with those. But really it was a good ol’ fashioned business decision.
Examining our business, and our Business on Facebook
In April, a group of people who disagreed politically with a now-former staff member bombarded our Facebook page with comments, reviews, and posts. Much of the trolls’ content was abrasive and rude, and we couldn’t get rid of all the nasty commentary despite our best efforts. The activity died down within a week or so, but the experience caused us step back and ask, “Should Clockwork be on Facebook? And why?”
There is an assumption that every company, brand, and human should be on Facebook, which, of course, means that we all are. Humans feel that pressure, but so do companies. But we when we started to think about it, we weren’t clear on what we were getting from the time and energy we spent on managing Facebook.
The truth is, none of us need to be everywhere. Companies just need to be where it makes business sense to be. And ‘business sense’ can look many ways: it can be promoting products or connecting human-to-human in Messenger; it can be click-to-buy ads or sharing political opinions. There is no one way to do it. But whatever way you do it, it has to be meaningful for the company and for the audience.
While we have a lot of fans on Facebook (thanks, y’all!), connecting with Clockwork probably isn’t the reason they’re visiting the network. And even if it was, the famous Facebook algorithm means that they probably won’t see much from us.
On social and in-person, we talk about work and we talk about work culture. We like what we do and we like helping people do it. We also like posting pictures of dogs and BBQ lunches. It’s all part of who we are. But there are other social networks that feel better suited for both work and dogs.
So we are trying out not being on Facebook.
Now for a few of the counter-arguments
Google and Facebook are first-stops for people while they’re learn about (or validating) you!
They are! But there are a lot of other places people can learn about who we are, what we do, and what we care about. These other places come up in search, too. If Clockwork not being on Facebook is a deal breaker for either a prospective employee or prospective client, then at least we all know quickly.
If you weren’t getting anything out of Facebook, why not switch your strategy rather than jump ship?
Our business doesn’t happen on Facebook: no one is buying digital leadership or enterprise technology on Facebook. Of course, Clockwork is about way more than just our business transactions, but all that can also be shared in other ways. We want to share our thoughts and beliefs, not photos, memes, or whatever media/content type Facebook says is valuable.
Plus, who knows, maybe we’ll go back on Facebook at some point. That’s the great thing about digital: you can (and should) experiment, learn, and pivot as necessary.
In the meantime, we’ll see you on Twitter, LinkedIn, and Instagram (for the dogs!) chatting about business and all things digital. Connect, share, and comment there!