Google and Facebook are two Artificial Intelligence behemoths.
To them, we are data points and have been for the better part of two decades.
There is nothing that we think, do, say or act that they don’t have a detailed account of somewhere in the abyss of data that is ‘the cloud’.
So as the Australian Government leads the first real push back on these artificial intelligence (don’t be distracted by the marketing term social networking) companies, we have real insight into the intent of the organisations.
Now while the ACCC approach wasn’t the most refined. It was an unprecedented approach that sort to protect Australian interests online.
The response of the two organisations to the proposed News Media Bargaining Code was telling indeed.
Alphabet (on behalf of an all too arrogant Google Australia) could work with the concerns and come out in support of proactively nurturing locally produced news content.
Facebook, like all great white entities of entitlement, pulled it’s service without prior warning.
In a complete show of disregard let alone respect for the Australian community who have so loyally supported the business since its inception.
So if we’re smart, the question we should be asking:
Is Facebook an essential business need?
While that will take some habit breaking and reshaping across both the facebook and INSTAGRAM platforms, it might be a long overdue worthy consideration.
Facebook dropping the emergency services pages this morning – as part of their decision to cease providing Australians (both individual citizens and publishers) access to news content, following the new media laws coming into effect overnight, is exactly the type of ‘big end of town’ play that media organisations have been doing to advertisers for years.
But they don’t just cut news services.
Bloggers will no longer be able to share their musings via the FB related platforms.
What’s great about it (if you choose to think outside the square), is social media managers and their superiors might actually see how they have been building their brand and adding VALUE to another entities asset ALL THIS TIME. for them to SELL BACK TO THEM!
Question is, will they be ballsy enough to say NO MORE and invest capital in building self managed and controlled assets, trusting in their own capacity and knowledge of market to amplify their messages effectively and efficiently in favour of the convenience of contrived community…?
Wake Up People! This is your time to REALLY shine!
I double dare ALL media and marketing managers to Tell Facebook to f*ck Off. To cut the necessity of them from their advertising budgets and support Australian grown media.
We’ve all given Facebook enough data these past 17 years.
They’ve got more than enough info on how we think, feel and do than they could ever use.
So back yourselves, get creative and stop relying on the convenience of the Facebook algorithm.
Build your own assets and insulate your business – for the first time in a couple of decades!
To those of you who find this a bitter pill to swallow… comment below so we can engage in informed and respectful debate.
Otherwise, it can be assumed you agree with me.
#ShortTermPain for LongTermGain