Close
 

To delete or not to delete?

  • Technology
  • March 26, 2018
  • Courtney Devereux
To delete or not to delete?

Arguably the most influential social media platform of our time, Facebook, has had its days in the sun. But now as the platform falls on hard times, it may be easy to dismiss it as useful in your personal life. But does the platform still hold appeal from a business standpoint?

Around 2.9 million New Zealanders have a Facebook, around 61 percent of our entire population as of 2017. So in terms of a marketing platform, there is no better way to reach a large platform. Or so was the case.

As the algorithms changed, business posts and news fell second to family news and personal matters. And although it’s convenient to see fewer Buzzfeed quizzes about what Harry Potter house you should be in, from a business perspective, the platform seemed to have lost its edge.

 In January this year, founder Mark Zuckerberg announced a significant change in algorithms. The billionaire stated feedback from users promoted Facebook to limit the reach of businesses and brands in favour of more personal user-generated content.

“As these changes roll out, you'll see less public content like posts from businesses, brands, and media.”

Now, with news breaking of Facebook's knowledge of data poaching of over 50 million users in what’s been dubbed the Cambridge Analytica files, the platform has seen a dramatic decrease in share prices. Its stock has fallen by USD$20 billion in less than a week.

But morally questionable ethics aside, is Facebook still useful as a business platform? Sure the site may be on the decline, with Emarketer predicting over 2 million under-25-year-olds will stop using the platform this year, but is there a missed opportunity when deleting?

The platform’s change-up saw a 50 percent drop in organic engagement and reach for brands, according to data analytic survey done by Social Baker. There’s also been a 75 percent drop in referral traffic for some.

Studies confirm that any type of business on Facebook has been given the rough end of the stick. Retailers may now find a dramatic drop in engagement and reach for their posts. Sure, there are different ways to continue to expand your reach, with paid boosting and videos more likely to be seen. But without spending time or money, reach will continue to decline.

On a personal note, if leaving Facebook for privacy or other ideological reasons, you should really quit the company’s other services, which use many of the same data platforms. That includes Instagram, Facebook Messenger, WhatsApp, and Tinder.

From a business standpoint, although reach is down as is user number, it is still one of the largest populated platforms, giving you unlimited access to your audience at any time in the day.

The important part of the business on Facebook is to adapt as the platform does, rather than staying stagnant and pretending nothing is happening. Facebook still gives New Zealand businesses access to over half the population, and although things may be on a downward spiral, it is still the biggest platform available.

Monthly user time on Facebook is more than Google, YouTube and Instagram combined, according to Nielsen. 

For retailers looking to continue to expand on the platform, paid boosting and promotions are still a way to do it – as Facebook is still a business after all.

Facebook has specifically called out live video as a continuing opportunity, citing that live videos tend to generate six times as many interactions as regular videos, which is the type of person-to-person interaction they are looking for in the updated news feed.

So although posts made by businesses won't thrive as they did in 2017, it is a good chance for retailers to change up their methods, and avoid becoming complacent in their ways of advertising or engagement. Remaining comfortable means taking the risk of becoming stagnant and staying like that.

Facebook’s mid-life crisis shows that it is time for retailers to step outside the box and see what works for this new market – one that is targeted through a more personal, thought-out engagement.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Sharesies investment platform joins the NZX

  • News
  • June 25, 2019
  • Courtney Devereux
Sharesies investment platform joins the NZX

Investment growth platform Sharesies has had a busy year in 2019, becoming B Corp certified earlier in April, and now has become an NZX participant starting this July.

Read more
 
 
News

Capitalise on today and invest in tomorrow at the Retail NZ Summit and SME Forum

New Zealand’s leading retail trade organization, Retail NZ, works year-round to assist its members with retail advice, benefits, industry intel and education. This July it’s ...

 
 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}