Is It Time to Stop Marketing on Facebook? A guest blog from Nick Rojas
Now there’s an attention grabbing headline for you. In our internet and socially saturated marketplace, I’ve read dozens, perhaps hundreds of articles on the many reasons we should all be marketing on social media platforms and this one is asking if it is time to stop.
I have long had a love-hate relationship with Mr. Zuckerberg’s popular social site almost since its inception over a decade ago. At first, I was bothered by the intrusive nature it presented and I have some serious privacy issues that I inherited from my ultra-conservative parents. Then, I was annoyed when my inbox was flooded with notices from my “friends” on what they had for breakfast and other useless information. But in the end, I couldn’t help recognizing the fact that this social media giant reaches billions of online users every month from all around the world.
As technology continues to rise and trends become hot, and then not, it is time to ask ourselves some important questions about marketing on this popular platform.
Is Facebook dying?
Contrary to popular belief, new Facebook users are actually on the decline from a high of 72 million added in early 2011 to a low of 34 million in late 2013. While these numbers are still impressive, think of how popular MySpace was back in the day. Internet users are a fickle bunch and they can jump ship and embrace a new social space in what seems like the blink of an eye.
Can we get better results and reach more users elsewhere?
Even though Facebook reaches billions of people, the question becomes are they reaching the right ones? There are many other social choices out there and some of them are better targeted, like Google+ and LinkedIn for example. What about Twitter or Pinterest? How about Instagram, which became so popular, so quickly, that Facebook bought them out before they became a real threat to Mark’s FB site.
Should we really trust Facebook?
If I had my choice, I would rather hang out with Mark Cuban over Mark Zuckerberg any day of the week to discuss their successful ventures and I also think that the basketball coach seems more genuine and trustworthy, but that’s just my opinion. But more importantly, exactly what is Mr. Zuckerberg doing with our data and images? Why are his privacy policies continuously changing? Is he really selling our information to others? I guess we’ll never know for sure.
Is their paid advertising effective?
This brings us back to targeting. Sure their paid notifications can reach millions of readers, but are they actually seeing them? Do they convert or just get buried with the other billions of posts that flood Facebook daily? These are important questions that are often left unanswered.
Why do they keep changing their algorithms?
I’m not quite sure, but it would appear that every time they tweak those calculations, they change in a way that is designed to make free promotions more difficult and less effective. Its almost as though they can figure out exactly how the “little guy” is trying to use Facebook to market and they keep nipping them in the bud.
Marketing and developing a brand online today is challenging, but consider all the options to find the best resource(s) for your strategy. By no means should you drop your Facebook fans, but consider some of the other marketing options available online today.
Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. You can follow him on Twitter @NickARojas.