We have been getting our feet wet with starting our first business over the past few weeks; it has been fun; it has been exhilarating. While in the digital world you measure performance by metrics such as user counts and reviews, in the real world, people come back to you and give you verbal compliments. They refer your products to others who might enjoy them as well.
It is something I wish that I had done earlier!
Now, with a business comes the overhead of various things, one of which is building and maintaining your business’s online presence. Websites are hard enough, not to mention keeping them safe and secure, that a lot of businesses end up with terrible websites that take a lot of time and money to get done by outside contractors.
We had the same dilemma as we purchased a domain and then spent time and money buying and learning various WordPress themes to figure out the best for us. This is even before you start generating content that would ultimately draw customers in. In our events driven business, a lot of this content is in the form of photos and videos. The website also needs to have things like calendar feeds and a way to sign people up for your upcoming events. It would be great to be able to do live videos and respond to people in real time.
Clearly, this is not a simple website we are talking about.
After a lot of tweaking the theme, I came upon an idea – how about redirecting every visitor on our website to our Facebook Page. We needed the Page anyway since that’s how we communicate with our customers and share pictures. Might as well just make it our business website. The only thing missing is email, but that’s an easy problem to solve with the help of any business email provider that supports custom domains.
Facebook Pages provide blogging capabilities, photo albums, apps for business owners as well as consumers, live messaging, and above all, a marketing and analytics platform that really helps in reaching out to the best customers. I am not sure why they haven’t already started selling branded webpages as a service, much like their FB at Work product.
Setting up required a little bit of effort because they don’t natively provide this as a service. This means that you still need to set up your web server to redirect requests to Facebook. At this time, I haven’t set up any custom links on the server, but there is potential in the future to set up links like <yourdomain>/blog to redirect to your Facebook Page’s Notes section.
Now I can focus all my time and energy on one medium. This will definitely change in the future as the business evolves and it would not be feasible to expect every site visitor to have a Facebook login, or be able to use it for e-commerce. Hopefully, Facebook would start offering a more business-ready toolkit by that point.
A lot of people have proclaimed that blogging is dead, that it doesn’t generate any traffic, and that no one reads blogs anymore. Personally, I don’t know the last time I kept up with a blog on a regular basis like a few years ago. The problem is not the lack of people who share their ideas. Rather, as more people take to ‘social media’ and instant messaging, there remains very little incentive to write out a well thought-out post to be shared. This means that people now spend less time on long-form writing than they do on just sharing snippets.
Indeed, if you search for something of interest, you are more likely to find SEO-fied links on the first 2 result pages about products or advertising than any relevant read. As more and more advertising money flows into search advertising, there is an SEO economy being created where the only winners are websites with a huge advertising and/or SEO budget.
At the same time, a lot of platforms are being created to help people express themselves. Facebook being in the forefront, trailed by companies like Medium. There is no dearth of hosted blog providers who have adopted the Twitter approach of follows and likes to float more popular posts towards the top. A lot of companies boast of using ‘AI’ to figure out what content would prove to be sticker and hence generate more clicks for the authors.
People don’t even read newspapers anymore. On a recent Facebook exchange, I was reminded by a ‘mainstream media’ sceptic that newspapers, or dead-tree publications, as he likened them to, are not the only way to procure your dose of daily news. Indeed, what was once seen as blogging is now increasingly also the format used to report news. It’s the ease of sharing and embedding advertising that makes online blogging a wonderful substitute to subscribing to a printed/electronic newspaper.
So, why were blogs such a wonderful thing?
You could always count on a multitude of blogs positing different approaches to solving a particular problem or educating you about a topic from all perspectives. Stuck trying to figure out how your country’s foreign policy works? Just read up a few posts by passionate bloggers who breathe foreign policy and are eager to share their opinions and understanding.
Newspapers are feeling the heat, too. While a lot of them have established credible online and digital distribution systems, right down to monetization, they simply cannot compete with the phenomenon of click driven ‘fake news’. Whereas in the past people were careful to not treat a certain blogger or website as the face of truth, now that social media has made blogging a more mainstream way to distribute facts, now this area is getting murky. A lot of these websites are primarily content aggregators that they incredulously ingest from other similar websites or persons. What generates clicks are headlines. What’s the incentive to even hire and perform true journalism any more if truth is difficult to swallow and also does not sell well?
Using social media and these blogging platforms is much easier than ever because you don’t have to worry about the technical nitty-gritty like security and maintenance. At the same time, most of these platforms are free to publish on as they make money through advertising. Their currency is likes and followers. You, as an author, feel you’re getting enhanced reach.
Yesterday, I even watched live an incoming president of a developed country dismiss a credible and historic news channel as the purveyor of ‘fake news’.
There is a huge problem inherent with the ‘platformization’ of the web – censorship. While I have not had the pleasure of living in an authoritarian state, a lot of people have that misfortune. Platforms have to follow local laws, which change abruptly based on who is controlling the government. If they don’t follow these laws, they lose the market and hence the money. There are rumors that Facebook is working on a special censorship tool for the Chinese market that would allow them to enter it and hence make a ton of money from the world’s most populous market. Recently, they also started censoring posts and notes that were written unfavorably towards the government in The Philippines.
Apart from censorship, since you don’t control the platform and the laws change abruptly, you can never be sure that your news/content would outlive the platform or would not suddenly be deleted one day.
Solution – let’s get back to the basics. Have a friend set up your blog for you. Because if you control your platform you control your freedom of speech. If your hosting provider tries to censor you, there are others that would offer you refuge. The web was built to be run that way.
Here is something I shared on Facebook when the platform was accused of spreading fake news:
To say that the problem is just ‘fake news’ would be trivializing it. To say that the problem of ‘fake news’ could be solved technologically would be fooling everyone.
There are multiple issues – one of them being conflict of interest. Facebook makes money based on clicks. Fake and sensational information generates more clicks. Any technological solution would be at odds with the objective of maximizing clicks and visits.
AI is another example of Silicon Valley’s bubble. By nature, AI and henceFacebook‘s approach of creating algorithms, would always lag behind trends in society/pop culture. AI is a cute term for big data collection. This makes it implicit that any intelligence is created after the trends go mainstream. AI is the reason why everyone’s news feed is messed up and also why FB insists upon not showing posts chronologically. That impacts click-throughs. When FB talks about AI, translate it to – process of prioritizing paid posts and external links over user-generated content in a way that it’s less obvious and annoys you just a tad less than to the extent of making you quit.
The best way to use FB is to use it like a repository or a blog. That way chronological order wouldn’t matter much. Stop using the feed. Organically search for posts and pictures. Facebook makes it near impossible, but switch your feed to show posts in their chronological order.
Most importantly, don’t make it the only place you seek out information. The web is huge.
If you have to share something, first consider the possibility of adding something more or even saying it in your own words. The less time and effort you put into what you share with friends and family, the easier it gets for any AI to win over humanity and to further the gap between the elites and the ‘losers’.
AI’s currency is your lack of time and effort. Make it clear that you’re the boss of your profile
Now, more than ever, it is important to start reading credible news sources. If you can’t afford a newspaper subscription, find out the nearest library that has one. If you read something online, make sure you can verify its authenticity by checking other sources. If you’re still unsure, ask someone else.
When more people blog and share their ideas, rather than mere snippets or forwards, the whole country moves forward. Free exchange of ideas enables the society to move forward and to settle differences through intellectual exchange. More opinions enable better policies.
The least we can expect from a developed civilization is the facilitation of free and uncensored exchange of ideas.