Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Ex-Professional Soccer Player, International Banker, International Business and Soccer Analyst. Marketing & Social Media Leader. Communicator and Connector!
Yeah, the user base! It's growing. Good for Facebook. The problem for those that don't have a huge budget to market on Facebook is, how do I reach this growing audience? Without paying, one has a problem in giving away a million dollars, because Facebook won't let fans see that you are giving away a million dollars (and that would be relevant content for a lot of people). It's that simple. No pay, no Facebook relevance.
Nice, and long, article, Mark! What you explain makes sense to many and will make a lot of people try to change their strategy when posting on Facebook. However, the bottomline is this: Facebook doesn't like links, Facebook doesn't want you to leave the platform and most importantly, Facebook wants you to pay! And they are looking for ways to sell and explain the nonsense they create.
You can create your posts in any way you want, they will not reach the audience that has signed up to see your posts (people that liked your page, because they are interested in your brand or product). Well, a few of them will. What is relevant content is up to those to decide that liked the page, and not to Facebook. If I like a page that posts cat pictures, then I want to see the cat pictures. That's the concept Facebook used to lure in users AND marketers. Many marketers have spent millions to create a fanbase based on this. Now they can't reach the audience, because Facebook puts the hammer down and claims the content is not relevant. I don't want to read that Facebook decides what is relevant to me. By and with all data mining, they don't know that. What's really behind it is this, if you pay, everything becomes relevant!
I expect this nonsense to "shine" through at one point. For some reason, people and marketers go with a lot of stuff Facebook comes up with, but at one point the show is over. Talking about relevance, for many small businesses Facebook has lost its relevance in marketing. Sooner or later, they are gone. And once the CFO's of the big firms find out how this works and that you can do better elsewhere, the budgets will shrink in that area as well. You better sell your shares! :-)
Hey Drew! Thanks for your response. I agree with your two first paragraphs of your response. The rest I respectfully disagree.
The number of voices that don't like Facebook's activity is rising, and will continue to do so. As far as how brands measuring their ROI on social media goes, the overwhelming majority has still not figured out on how to get a decent one. I am trying to tell everyone who wants to hear it, (or not) that social media is a sales driver, if you treat it as such. And that opinion has its origination in the opinion that every liker and follower is actually visiting your "store" (social media page) and ROI must be measurable on the balance sheet. Likes, followers, advocates, cultivated and returning people are still not mentioned in a balance sheet. All that counts is revenue compared to the investment made to create it. And in this department Facebook will fall short compared to all other major social networks. The cost to acquire a measurable sale is way to high! Have a look on what it costs you to create a million dollars in revenue on Facebook. You might as well put the money in a savings account and take 0.25% interest! For a fraction of that cost you can create that million on other networks.
The number of Facebook users is actullay only important for those that still believe that advertising on Facebook will bust all past sales records. This is not the case and it will show in advertising revenue at one point, unless CFO's keep supporting high spending and low returns. Personal users on Facebook are there to chat with their friends and family and not to watch ads, especially not on mobile. For the business page owners and managers, Facebook's user numbers are not relevant just for the simple reason that you can't reach them. Again, there are social media platforms out there with 10 times less users that will create you revenue for much less investment.
For me, if I like a page I want to see what they have to say or are offering. I don't want Facebook to decide what I like to see. If I don't want to see what some brands or organizations are posting, I "unlike". Besides, there is an option to create separate news feeds.
It's social media and that means interaction is key, just as it is when a potential customer walks into your store. If you don't interact and engage you are not selling. Facebook won't let you do it (you can only respond to comments), unless you pay! Not good enough, at least not for the moment.
:-) That's where Facebook is handing it over to. On a silver platter!
Yep, their rules. I took it. I am not playing Facebook anymore. And I am not even a paying marketer. The bottom line is this, with a check book you can promote a cat picture to unknown hights, while on the other hand if you want to give away a million dollar on Facebook you can't, because nobody can see your post, if you don't pay. That's the entire stupidity behind "relevant content" on Facebook. Pay to be relevant! Or, if that sounds better, if you don't pay, you are not relevant.
As far as other networks goes, my posts are seen on Twitter, on Pinterest, Google+, LinkedIn and any other of the 30 I am using. It won't be long until the community of advertisers (and CFO's) understand the nonsense that takes place here. But, as you said, their rules! Take it or leave it. I took a close look, and the conclusion is, facebook is clearly out for marketing. Time and money can be spent better. And, the successes are stunning.
It is not up to Facebook to decide what is relevant content. What Facebook needs to do is to deliver the posts a page manager puts out so that followers of that page can decide on whether the content is relevant for them or not! Facebook is not the content police. Well, its not supposed to be, but they took the right to name themselves just that.
The problem is that they have to deliver strong revenue numbers for the anlysts to keep the thumbs up and that creates some ideas that are not so great. It is Facebook's business and they can do what they think is good for them. For the user or marketer, Facebook is not needed to create successful marketing campaigns on social media and sooner or later even the last one has figured that out. Latest when they see that their content is taken as relevant on other networks they will think twice before they go back to Facebook, where the checkbook decides on whether content is relevant.
A user base of 1.2 billion might sound strong, but if you can't reach them its just as saying 7 billion people live on earth. Facebook has the wrong business model and its catching up, fast!