had their posts removed from Australian users, despite the ban supposedly being for news pages alone (both have since been reinstated). While Facebook takes an unknown amount of time to fine-tune its classification of what is considered a news outlet, anyone with a Facebook page is at risk of being impacted. Facebook has said that the draft law does not provide “clear guidance on the definition of news content” and subsequently required the company to take a “broad definition”. Facebook’s reaction was akin to a child being asked to tidy their room, but instead, throwing everything out of the window.  The solution for retailers Even if Facebook does revoke the ban for Aussie retailers, the moral of the story is clear: don’t put all your eggs in one basket. This is especially important in the wake of Covid-19, where channels and initiatives that were part of most marketers’ standard wheelhouses were forced to stop – events being the most obvious example. In response to the reduced number of available channels, most marketers have since dispersed their unused marketing spend into online channels, and Facebook in particular. In doing so, many brands have limited the scope of their marketing and put too much faith in tech giants who don’t have their best interests in mind. Retailers must ensure that they’re constantly innovating within a large spread of channels, from traditional to online. They need to do what they always should have done: build customer connections that are not dependent on any one platform or channel. Be innovative It’s time to be innovative with your marketing. Build a consistent media presence and nurture positive relationships with journalists. Set up third-party endorsements, including cross-selling, referrals, and joint initiatives. Consider using influencers who can use their social media platforms to promote your brand – their ability to post hasn’t been taken away. Incentivise, encourage, and reward your fans to do some of the talking. Reshare and engage with their posts, and surprise those who talk about you in a positive way. The ultimate aim for retailers is to find a way to bring customers onto your owned channels, be it your website, email list, or text message database. Sure, external channels such as Facebook can be used to attract these leads in the first place, but the ultimate goal should always be to encourage customers to interact with the channels that you have more control over. Leopards don’t change their spots Facebook’s decision was an extreme reaction to a draft law that is still essentially in the discussion phase and was designed to send a message to those who are taking them to task, not just in Australia, but globally. The ban has proven that Facebook can’t be trusted, and its credibility has been irrevocably damaged. This will have a flow-on effect to the credibility of any messaging on Facebook about brands. If things don’t go back to normal quickly, customers are going to find other avenues to get their news and entertainment, and retailers will undoubtedly be affected as a result. Now is the time to take a long, hard look at your marketing mix. After the events of 2021 so far, no retailer should ever consider making Facebook a critical part of its marketing plan. It’s time to innovate, diversify, and take back control.