What’s Wrong with Facebook? You Can’t Scale


And that’s ultimately the problem with every social network.

The more friends you get. The more brands, bands, movies, books, groups, restaurants, and organizations you like – the less you’ll see of all their content – even if you want it.

You, my friends, have limits.

There’s only so much “content” that Facebook can deliver to you without it becoming a mighty waterfall of free-flowing content that would drown you and everyone you’re following.

Every social network faces the same dilemma. The more their users grow – the more they follow and friend – the more complicated it becomes for them to deliver you the right content. The content you want. Add to this mess the fact that most people are, well, people. So their content needs shift and change. That’s why Facebook is having a heck of job trying to figure out what you want.

It’s also why organic reach is plummeting for every content creator on the platform. There’s just too much content for every person.

Twitter is having the same problem – they just disguise it better. Twitter allows us to easily segment those we follow into groups a.k.a. lists. I have lists for news, sports, social media, books, co-workers, my team and many others. Without lists I’d be forced to try to keep up using my main feed. I follow so many people – too many – that my main feed moves to fast for me to even read.

Without TweetDeck and my list segmentation I’d be toast.

The solution is actually a simple one. And one that sends shivers down the spine of every social network.

Scale downward.

That’s the bitter pill. Less is more on social media.

Follow fewer brands, fewer friends and co-workers. Fewer news organizations. Clean out your friends and follower lists regularly. Be ruthless. Keep the ones that provide value. Be rigorous and you’ll get better content. You’ll have a better experience. You’ll be able to learn more, engage more, and your content will become more valuable.

But that’s not a message Facebook, Twitter, LinkedIn and the rest can take to their stockholders.

But it is one that will be best for all of us. Be your own filter. Because right now Facebook is learning that they are a terrible filter.


A Chart that Explains the Reachpocalypse on Facebook (via Convince and Convert)

Don’t Post If You Don’t Have Something to Say (via Richard Nevins)



One Response to “What’s Wrong with Facebook? You Can’t Scale”

  1. I like it George!

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