Dave Kellett does a remarkable anti-Facebook rant, the rest of which you should go read at Sheldon, but it's one that raises more questions than it even addresses, much less solves.
Which is to say that his conclusion is indisputable: If you want to be sure to see a reminder that his comic has updated, follow him on Twitter. You may not see his postings at Facebook.
And I'm sympathetic to this extent: Some days, about half the people who have "liked" my CSotD FB page show up as "reached," other days it can be as low as five percent. I also post daily reminders on my personal-personal (friends and family) FB page and my professional-personal (comics-oriented) FB page, as well as at two other comics-dedicated FB pages.
I don't know how many gross impressions I'm getting (that's media-talk for people seeing an ad) but the counter at my website indicates that most of the people I am trying to reach, even the ones I am told I have reached, are not following through with clicks.
We'll get to that in a minute.
First, here's the deal with Facebook: If people were only permitted to like 20 pages, it would be different.
As it is, if someone has "liked" two or three hundred pages, they wouldn't see all your postings even if Facebook didn't limit their feed. It's not a matter of Facebook filtering things out -- it's a matter of people creating their own massive clutter.
For my part, I'm happy enough with my traffic, but, for me, this is a sideline. Even the dog couldn't live on the income raised here, unless he quit going to the vet and switched to a store-brand chow.
By contrast, AFAIK, this is Dave's main business, and he depends both on hits at his website and on sales of books, posters and other paraphernalia, for which reason I understand why he is upset that Facebook filters out even people who have asked to get his updates.
(And that's also why I cropped his wonderfully entertaining rant to a single panel -- go read the rest, because it will give him a hit. And if you see something there you like, buy it.)
However, sympathy aside, what traffic I can get for free from Facebook is worth more than I pay for it, but not a whole lot more.
If I were trying to live off CSotD, I'd have an ad budget.
But now we get to that second part:
I might not spend it at Facebook, because I've already learned that popping $40 to "boost" a post does not do anything for my web traffic. I get more "reaches" but no more "hits," which I suspect means I'm paying to show it to people who only "liked" the page among a kabillion other pages they've "liked."
If FB's recommended minimum budget is useless, I'm disinclined to spend more.
Facebook builds audience on free, virtually unlimited personal back-and-forth, and its business model is to sell those eyeballs to advertisers.
I've worked in commercial radio, television and newspapers, as well as for ad agencies, so this does not come as a huge revelation.
I don't mind that they want money from those of us who are hoping to generate commercial traffic there. I object to how ineffective it seems to be at their own suggested level.
Granted, if the public doesn't want what you're selling, it doesn't matter how often they see your ad. That is an eternal truth and, if you want to take a quick course, here's everything you need to know on the topic, straight from the all-time master, on one Pinterest board.
And here's the Reader's Digest version:
At a newspaper where I worked, a salesman got into a spirited discussion of ad effectiveness with a client at a convenience store with a deli, and challenged him to run a single, relatively small ad, offering dollar subs.
By 10 am that day, the guy was desperately phoning out for additional bread, veggies and cold cuts while the ad guys from the paper were dropping by to check out the crowds, and laughing their asses off.
The trick is that he was offering something people wanted at a ridiculously low price. He might have covered his costs, since he was already paying his workers anyway and people likely picked up a drink, too, but he didn't make any real money that day.
The benefit came if a reasonable percentage of those people said, "Mmm-mmmm. That is a tasty submarine sandwich!" and then came back the next day to buy one at the normal price. Plus a drink. And maybe a lottery ticket and a candy bar.
I'm not telling Dave Kellett anything he doesn't know. In fact, he literally "wrote the book."
But free postings on Facebook are worth what you pay for them.
The question is whether paid postings on Facebook are any better.
I'm not sold.
You should go have a look so you're in on the ground floor, since he says it will be going on for two to three years, depending on how the panels lay out.
And then bookmark it so you don't need another reminder.
Create a file of bookmarks, and then regularly -- at least two or three times a week -- right-click on that folder and select "Open All in Tabs."
Put "Sheldon" in there, too.
Because trying to follow this stuff based on Facebook notices doesn't work.
Our mutual friend Mr. Zuckerberg may think he's King of the Jungle, but I'm not buyin' it.
Literally or metaphorically.