This is something that I want you to remember: the next time someone tells you not to post a controversial or provocative Facebook post or the next time they chide you “Facebook is not the place”, you can remind them of this:

• Nobody (or, almost no one) reads a dense non-fiction book to completion. They skip around or don’t finish it.
• Fewer people are reading lengthy articles on the internet of any kind.
• Fewer people are reading at all.
• When people are “reading” they’re usually scrolling and capturing quick, short bits of information in a hurry.

The next thing you can mention is the EVIDENCE STRONGLY SUGGESTS that people spend LOTS of time hovering over and READING comments from various Facebook posters/accounts, especially if the posts are intriguing, controversial or even just slightly provocative.

I’m not talking about near nudity or explicit posts that generate the SAME kind of expected commentary. I’m referring to written posts that nudge people to read and then respond with their own intellectual take or perhaps push back with a logical and fact based retort. People are often considering all the other comments before posting their own. They don’t want to sound like they’re just repeating the same thing but have taken the time to think about the various comments and have arrived at a slightly nuanced angle. In other words, they END UP SPENDING MORE TIME on that post with lots of comments.

People are naturally curious. People also don’t always have the time to plow through a dense book that may be regarded as controversial. But somehow Facebook analytics and all the research we have until now suggests that people DO spend quite a bit of time in comment sections. If they’re not actively responding, their passively reading. And posts that make a person think for a moment will always generate more engagement, more time spent on that post.

This nonsense BS that FACEBOOK IS NOT THE PLACE TO POST SOME IDEA is NOT backed by evidence or what people are ACTUALLY engaged by or act upon. By far, Facebook is the place because people are more likely to be actively scrolling through Facebook than to be flipping through the pages of book–even if the book is controversial or engaging.

We need to rethink the common phrase “Facebook is not the place”. If you’re a digital creator, Facebook is most certainly the place. Of course you can lose followers but your reach directly expands for potential new followers or friends. Also, the algorithm constantly takes notes. It sees beyond quick likes where people scroll past rapidly vs. people hovering and reading and actually being fully immersed in a post or a string up comments below the post–even if they don’t click “like”.

I recently discovered that length of time spent is a STRONGER INDICATOR of reach and engagement than likes. Someone won’t like your post but they’ll hover over it and spend their precious time on it anonymously. Always remember that. The algorithm knows.

So if you have any interest in success measures like MAKING MONEY $$$$$$ or building a FOLLOWING in the digital sphere, you’ll need to rethink these overused expressions that really don’t have any bearing on reality.