My relationship with Facebook has actually altered over the previous 2 years. I have actually never ever been a fan, per se, however I discover myself engaging with the News Feed far less than I utilized to.

The News Feed, a location Facebook when utilized to spoon-feed me details that I ‘d chosen to get– stories from The New Yorker, videos from GoPro, and seasonal menu modifications from my preferred regional dining establishments– has all however vanished. Changing what I in fact desire is some twisted variation of what Facebook believes I desire: memes, bare knuckles political boxing, and advertisements, great deals of advertisements.

It’s Apple informing me that I do not desire an earphone jack all over once again: the distinction being that Apple wound up being right. Cables simply look odd now.

Fortunately, the News Feed’s fall came at a great time. As we speak, there are 800- something messages waiting in a “newsletter” folder on my mail customer. I’ll never ever check out all of them, and it does not matter. This folder has actually totally changed my News Feed. I can scroll to my heart’s material, understanding that I’ll most likely never ever reach completion. If I do, by possibility, I require just wait minutes prior to brand-new material begins flooding in.

I do not have a pesky algorithm choosing that I wish to see a NowThis video rather of reading Mom Jones (Non-sponsored business break: You ought to all truly go contribute and sign up for Mom Jones to support not-for-profit, independent journalism. I’ll wait.) A series of 1’s and 0’s in a datacenter someplace is no longer determining my intake. I supervise. Simply hand me the secrets and get the hell out of the method, Zuckerberg.

Like the News Feed, it’s loaded with things I can take in, skim, or avoid over totally. I’ll most likely never ever lacked material, and if I do I need just wait minutes (or hours, depending upon the time of day) prior to brand-new things floods in. I can reoccur as I please, with no expectation that I should take in whatever I have actually registered for, similar to News Feed.

However where it varies is simply as crucial. Unlike News Feed, I’m not being bombarded with targeted advertisements; I’m not required to suffer through yet another meme that Karen believed was simply amusing; and I’m not being followed around the web when I leave.

As Marketing Profs‘ Ann Handley states:

I may eventually share my figured-out ideas on social networks. However the distinction is that I provide myself time to believe: I can swim around in the deep swimming pool for a bit, alone, without being sprinkled by that opinionated jerk who chooses to cannonball straight off the diving board.

The only method to get to the future, obviously, is through a window into the past. Newsletters are all the rage nowadays, however individuals producing them aren’t browsing uncharted area. Registering for “e-zines” was when the only method to absorb a few of the web’s finest material– some zines didn’t even have a homepage, per se, besides an opt-in to register for the newsletter itself.

If history holds, perhaps we’ll see a revival of RSS feeds next. And if I’m being truthful, I hope that we do. Having the ability to subscribe just to the material you desire is the method of the future, and the only method to arrive is by dumping Facebook, and accepting the past.

TNW Conference has a whole track covering how online marketers and brand names can much better reach their audience. Take a look at our Re: Brand name lineup here