Take a look at the screenshots below from a recent Walmart Facebook post and the whole “why is there EdgeRank” debate ends: Likes change.
Even doing social “right” can’t keep everyone interested forever.
Social is way beyond critical mass and for many brands has become another marketing channel checked off of the list. Now we can vent about this, preach engagement, promise to do more ourselves, but to a degree the rules are set, people expect offers and tune out most every post; you can like a brand but not necessarily like what the brand posts. So it’s only fair that a month, a year, or in some cases 5 years later people stop clicking altogether.
Even those brands who respond and connect suffer the same fatigue syndrome. The broader the social growth, the faster it happens (you didn’t really think your camping customer was all that interested in your golf club contest…). In the example here Walmart is doing a great job, jumping right on requests, even posting back in other languages in that same single thread but even action doesn’t mean people will remain interested.
Facebook knows this. It’s what EdgeRank is for. Why they hide things, pushing them so deep down that a disinterested follower could even think they were out of the mix. Except that for our purposes they’re not.
If no one acts, nothing will change.
Someone can unlike a page in all of two clicks but that doesn’t mean they will. In email we know this reality so we filter on inactivity, opens, actions, to keep our list useful but on social we don’t have those options, we just have followers who can stay or go. Sooner or later Facebook will probably step in either to give us the chance to filter on actions or flat out remind inactive people themselves but for now, whether for rank, conversion metrics or just not being considered an “annoying” brand it’s time we start to think about showing people who no longer want in the way out.