Friday, September 21, 2012

Zuckerberg, Heisenberg.

I manage several Facebook business pages, and since the IPO I've noticed some weird action on the stats. 

By doing the usual stuff, that is not spending ANY money on any ads or promotion, there've been a spike on the 'reach'. And when I say 'spike' I mean quadruple the amount of people who 'liked' the pages. For example, my own petty photography page with 200 likes had apparently 'reached' 1300 users in a single week last month. 

And then out of nowhere, the spike crashed and now the stats are back to how it used to be. 

This little anomaly scared the shit out of the business owners. They thought something was wrong with the pages and now are paranoid with numbers, trying to emulate the same posts or notification that caused the 'spike'. 

Now hold on a second, a free 'high', followed by a crash, and then the desperation to get 'high' again. 

Sounds familiar? 

Reach is the new drug on the internet. And guess who is the kingpin?

My theory, is that since Facebook controls how many people see your posts, they can easily adjust the number to cause this 'reach anxiety'. 

Who could stand being a nobody again after enjoying the thrill of being a rockstar?

But the business owners didn't ask the most important question: did the spike in popularity generate any extra sales?