Is FaceBook Holding Us Hostage?

I’ve been thinking – sometimes saying privately – that Facebook is losing it’s purpose.  It is more difficult to navigate, manage and enjoy. Participating has become a full-time job.  I’ve also said, publicly, that social media managers and companies that offer assistance to large businesses are the next big job market expansion for small to large businesses.  I’ve been exposed to many who offer these services at different degrees through courses and groups lately.  I’ve watched them learn, grow and develop.  It is becoming a huge business.  Why?

Because those who own businesses, large or small, can appreciate the need to expose their products and services through social media tools.  But, they are not going to quit the day job to become experts.  We have existing businesses to run and it hasn’t been easy of late.  Many good businesses have left the market because of economic and technological changes – doesn’t matter the reasons – they are gone.

So a possible answer is a new kind of service to fill the need and to help business owners expand and profit during these times.  A service that works with the business rather than holds it hostage – like FaceBook is beginning to do.  Individuals/groups who love different parts of this pool of services who are offering them to small business (and large – wait for the position title to start cropping up on LinkedIn) can specialize and fill special needs that any business can not live without and survive.  These two must come to terms with the cost/expense and get on with life.


  • Go ahead – spend your time learning the basics so you can supervise but hire a specialist
  • Focus on what you do best – don’t care what it is – you know what it is – so just do it
  •  It’s a budget item, not free, there’s no app for it, face it, it costs money, pay for quality – yes it is your job to find and determine who is best for you, grow up
  • Trust.  You have to trust the specialist and sometimes you’ll make mistakes hiring good help. Go read (second time for me) Trust Agents, Chris Brogan/ Julien Smith available in audio (recommend) and allow it to influence you.  Sign up for Chris’ weekly newsletter as well.  It will help you take the straight and narrow path you must walk.  By the way Chris Brogan’s Human Business Works is the best place to start your research if you are a mid-sized to larger company.  I am proud to be an affiliate partner of Chris, Rob and HBW.

Why is she ranting about this?

I read an article recently by Chad Whitman, founder of EdgeRank Checker.  It was posted by one of my favorite sites socialfresh.

Facebook’s New Post Targeting Options Launch Tomorrow, Learn How To Use Them Now

It speaks to the need for admins to further target their audience.  The last paragraph hit home and so this blog post composed itself.  Thanks to all mentioned in this post who contributed to my creative moment.

A Note To Small Brands

For the millions of small brands marketing on Facebook, the targeting options will be less impactful. Facebook requires certain levels of fans in order to be able to target a particular demographic.

However, there will still be value in the targeting as you’ll be able to target broad segments such as gender or age.

The brands that have millions of fans will most likely be able to use a variety targeting options to fine tune their targeted audience. Large brands often suffer in the news feed due to the diversity of their fans and fan acquisition methods. Segmenting may begin a process of Reaching these hard to reach fans.


So new targeting options mean more specialized expertise – something new (thanks Facebook) to master.  Expertise that you may not have or if you have the abilities you may not have the time to execute.   These people or companies (ultimate trust agents – see reference above) that have the ability to execute and manage the necessary processes, on your behalf,  are now and will become very important to all of us in future.  Spend time learning who to hire is good advice.  Trying to accomplish your goals without them is pointless as we are past that point.  Save your business first but plan on a social media administrative expense.

I regularly interview and evaluate people and services for my business.  I have found only a few that fit the description and that I trust.  Note:  There are now thousands all over the world! I’m very careful whose name I pass along so send me a private email if you want a referral for your small business.

But most important, leave a comment if you’ve had the same feelings or if you think you now, or will soon, need social media administrative and or managerial services at your business.  What does that picture look like to you?  I have large, medium and small programs I like.  However, each day/week and certainly in a 12 month space of time . . . everything changes.  It is important to choose a person or company – based on your size – that’s weathered the changes of the past couple of years.

Your thoughts.

Is FaceBook Holding Us Hostage? was last modified: August 15th, 2014 by Sheila Hensley

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  • Robin Strohmaier August 28, 2012   Reply →

    Great thought provoking article, Sheila! I agree that many companies will need to consider having a social media administer. We have brought someone on board to help with our social media initiatives and to help offer services to our clients that see the value, but do not have the time.

    Again, great article, Sheila!

    • Sheila Hensley August 28, 2012   Reply →

      Thanks Robin, that helps prove my point.  Since you are expanding your admin services to clients, the market must be growing.  Having seen examples of your expanded initiatives, I know you made a good hiring decision.  

      I appreciate your comment.  

      • Robin Strohmaier August 29, 2012   Reply →

        My pleasure, Sheila!

  • Joe Spake August 22, 2012   Reply →

    The assumption is that Facebook will not go the way of Myspace.  I am beginning to question the importance of social media going forward.  There seems to be a vacuum that needs to be filled.  Business needs more than a entry level employee representing  their company culture, philosophy and story to the public.  T think the face of social media will be so different 5 years from now that we won’t recognize it.
    Read Andrew Keen!

    • Sheila Hensley August 22, 2012   Reply →

      Well said, Joe. You’ve seen the changes over the last two years.  Hard to imagine five years out.  Even more important that decision makers hire trained, experienced professionals they trust.  

    • Liz Jostes August 25, 2012   Reply →

      To touch on what you said, Joe, I think how companies approach who does their social is critical. I don’t know if you’ve read some of the recent stuff about this belief that “kids” right out of college should be tapped simply because they “grew up” with Facebook. That type of logic is not sound. 

      I realize that I’m biased because I have several social media management clients (and I’m sure that in your eyes, I’m “young”, too), but there’s definitely something to having worked in Corporate America before representing a brand. 

      • Joe Spake August 26, 2012   Reply →

        Liz, obviously you have th skills AND life experience I referred to.

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