Battle Facebook Fatigue with Compelling Content

While Facebook continues to be the social platform of choice for many brands, a couple of interesting studies released last week could trip an alarm for communications pros.

A Pew study found that the majority of the 1,000-plus people surveyed said they have taken breaks from Facebook at some point, and those breaks can be long: 61% took extended, weeks-long breaks from social network.

Those that took shorter sabbaticals cited these reasons: too busy (21%), lost interest (10%) and a waste of time (10%).

In and of itself, this study shouldn’t prompt brands to move exclusively to Google+. But couple this with other findings released last week: Just 4% of Americans ages 15 to 25 think that a brand page on Facebook is a credible source of information about the product, according to InSites Consulting.

What is their idea of credible brand sources? Consumers’ feedback on online forums and blogs (22%), what they are told by their friends about a brand or product (14%) and the opinion of other brand users (20%).

As these Millennials age, there’s nothing to indicate they’ll head back to Facebook for enlightenment by brands.

What can PR pros do to get a busy, bored or disillusioned public glued to a brand’s Facebook page?  I recently  spoke with content marketing experts for a story to appear in the today’s premium edition of PR News. In a nutshell, their suggestion for deeper engagement across all platforms was the creation of regular, compelling content devoid of marketing-speak that will keep fans coming back.

Building a “content factory” might seem daunting to communicators with limited resources, but as social platforms mature, but it’s a good bet we’ll see more of the same findings with other social platforms down the road.

Sot it’s time to identify your core audience, find out where their interests lie and provide them with content that will spark that interest—again and again.

Follow Scott Van Camp: @svancamp01