Copyblogger is saying good-bye to its Facebook page and account. According to Erika Napoletano, brought in by Brian Clark to clean up and reengerize their Facebook page:
See, Copyblogger’s main focus is serving its audience. And if that audience wasn’t engaging on Facebook, then there was no real reason for us to pour energy into it. That’s energy we can put into other areas — ones you appreciate more.
When I’m teaching clients, students, and in workshops about social media, for years I’ve been saying that you need to play in the sandbox where your audience plays. If they aren’t playing on Facebook, don’t play in Facebook. If they aren’t on Twitter, why bother? If they are on Reddit, be brave and go forth because that is where you will meet future friends and business prospects.
As Liz Strauss has explained beautifully over and over again, it’s about the relationship not the selling that makes good business.
To quote Napoletano again:
It’s not our job to tell our audience where we live. It’s to grow communities where they live.
For the highly successful “Copyblogger, their community lives on their site and wants to stay on their site, or thrive on the social media channels that work for them like their Google+ Community and Twitter.
While this is true for many sites and online identities for a long time, maybe it is a sign that social media is changing again.
The Changing Tone of Social Media
When social media began to gain a foothold in our consciousness, it was about sharing and broadcasting. It was about communication, instant or slightly delayed interaction with people around the world, free of barriers such as time and borders.
We build communities around our sites, enhanced by the social media interactions, but the main action was still on our sites, our sandboxes, the place where we could take a thought and expand it through our community, our fans, and have intellectual intercourse. Social media was jewelry to sparkle and charm, decorations to our beautifully clothed content.