If you want to grow your business through Facebook marketing, you will very likely have to pay for advertising.
That is the new truth.
In years past, many pages on Facebook could do all right in terms of driving sales and traffic to websites without using advertising. But now, as more pages become serious Facebook marketers, you’re battling for diminishing space in your audience’s News Feeds. Demand for impressions, views and clicks is higher than ever, while the supply of News Feed space hasn’t grown to keep up.
So while Facebook is financially free if you want to chat with friends and look at cat memes, if you are using Facebook as a tool to grow your business, advertising needs to be part of the plan.
Some folks are complaining Facebook could affect how you feel via manipulating your News Feed.
Facebook released research on 689,003 users that had their levels of positive or negative News Feed content adjusted. Not surprisingly, their moods and words they used changed correspondingly with what they were exposed to.
But consider this: If your sports team wins, you’ll be more likely to make a celebratory remark.
If a friend is having a bad day, you’re likely to provide sympathetic encouragement.
Recently, popular food delivery service Eat24 penned a breakup letter to Facebook, threatening to close its presence on the social network because of all the constant News Feed algorithm changes, fake likes and a push for advertising.
This complaint has been uttered or screamed by brand managers all over the world. It needs to stop.
Facebook is, at the end of the day, a business. It is not a charity. Companies — who are generally in the business of making money — complaining about a business doing what it can to make money feels self-centered.
Facebook has an issue with teens. CFO David Ebersman even admitted it in the most recent quarterly earnings call, saying that the site has seen a dip in daily active teen users. Regularly, studies and stories come out about how Facebook will fail in the future because of its declining use among teenagers. An article in The Guardian points to messaging apps such as WhatsApp, Snapchat and KakaoTalk as the preferred method of communication among high school-aged students.
However, this doesn’t necessarily mean that Facebook is doomed long-term. Just because someone is using Snapchat at 16 doesn’t mean that they will use it at 25 and so on. Facebook has grown and adapted, but it seems many people still think Facebook is what it was in its infancy — a private way to connect with classmates and close friends.
Recently, the CEO of a social media firm ranted publicly about a brand we all know, calling their reps liars on his blog and in social channels. Neither the name of the CEO nor the name of the brand is important here.
What matters is if or when he should do this, using his prominence to draw attention or get satisfaction through a Facebook post. I asked him about it publicly, to which he said “We need to — it’s how it should be used.”
There’s a reason why Facebook users can’t see exactly how many people have seen their posts, and it’s not out of malice, as BuzzFeed recently suggested.
Facebook wants interactions on the social network to be positive, which is why there will never be a “dislike” button on the site. If a user posts something they think is rather interesting or worthy, but sees that only a fraction of their friend list has seen it, that can lead to a negative experience.
BuzzFeed, citing a Stanford University/Facebook study, claimed that Facebook was purposefully hiding view counts from users. The study examined the audiences of 222,000 Facebook users, discovering that their posts reached 35 percent of friends with each post and 61 percent on a monthly basis.
With clear objectives laid out and an understanding of your target audience, Facebook represents a vast and truly global advertising opportunity.
But getting the most out of your ad creative might require a little help.
Below are some creative best practices culled from our work with some of the world’s leading Facebook advertisers.
Great news! Whether you are a brand page or a personal account, you can now add hashtags to your Facebook status updates and they are both clickable and searchable.
Once upon a time….
Hashtags were born on Twitter in 2007 somehow and gained its badge of honor when the micro blogging has formalized it, so to speak, and made it clickable. The traditional # symbol has been seen widely on other social networks, namely Instagram, Tumblr and Pinterest, and one would wonder when and if Facebook would follow the trend.
The “hash symbol” is above all a new form of expression full of fascination: it allows, as we all know now, to summarize, describe, identify and framework one’s thoughts in one or few words. It aims to clarify the message, launch a topic or take part in ongoing conversations, joke contests or other textual phenomena.
“Your privacy is important to us.”
If your privacy was really important, would the websites that you visit every day, the ones that you use to share stories with family and connect with long-distance friends, need to continuously revise a contract to tell you so? If social media websites really did respect your privacy, would policies be so littered with jargon that the entire document reads like fine print?
One of the social media privacy (or “data use”) policies to capture the most heated attention is Facebook’s.
Yesterday, Facebook announced changes to its Ads Manager reports, citing a desire to simplify its advertising products. Whilst at first glance it certainly seems to do that from the reporting point of view, it goes further than that for marketers in changing the way we run our campaigns.
Up until now, a good Facebook advertising campaign would start with multiple campaigns with multiple adverts within them, allowing us to test out theories to allow us to optimise quickly to get the best results.