Facebook purportedly connects marketers with customers, but it's more of a display ad portal than a customer engagement channel, writes Forrester's Josh Bernoff.
|Scooped by mcgrawmarketing|
I disagree with the author...Facebook is not failing marketers...marketers are just using the channel incorrectly and are expecting performance that is not realistic.
"Facebook teases marketers with the idea that it will connect them to customers through social. But if you’re posting on your page, Facebook only shows that post to one in six of your followers and that proportion is getting smaller day by day. Its algorithms prioritize updates from members and on that basis, you’re likely to lose out."
Marketers know this going in...so, don't like, don't buy it.
I installed Fluff Busting Purity to block all ads because I got tired of the same "Buy our technology solution" based on my marketing experience. Well, guess what, I am not in need of any 5, 6 or even 7 figure CRM/MA/BFD solutions for my work.
On a recent project with a client, the research came back loud and clear - their audience uses Facebook but ignores ads. As one clearly explained "I am there to socialize with family and friends, not make buying decisions."
Heartbroken, the client reluctantly elected to listen to their audience and not invest money in FB ads. (Yes, they have a Page and they use FB for the social media platform it is...but ads aren't going to be in the cards until their audience decides to behave differently.
What about your business? Or more importantly what about your clients? Is FB a viable advertising channel or are you expecting much more than it will deliver?