Still think having ONLY a Facebook page for your business is a good idea? Think again. Not only is there no guarantee that customers who click like on your page will see your updates, but if you want to make sure they do, you may have to pay for it. This blog post at Always Upward explains the situation well and offers a possible solution. There’s also an update on the solution that shows that it’s the sort of incredibly complicated procedure Facebook excels in. To me, there are three viewpoints that have to be considered:
I use Facebook every day, for fun, information, and interaction, not for marketing. When I click like on a fan page or a business page, I want to see its updates in my feed. I click like because I’m interested, except when it’s a friend’s page and I know he/she will be butthurt if I don’t, but that’s another story. It’s a bit ridiculous that I have to go through some arcane procedure to see the updates when I’ve already said I want to see them. Case closed.
I’m sorry to burst your bubble, but Facebook is a business and if it doesn’t make money it’s doomed. It’s becoming painfully obvious that Facebook’s ad revenues are going to dwindle unless advertisers start seeing a clear ROI. That’s not happening. What they’re seeing is a poorly targeted mess that’s looking more like a complete waste of money every day. Like it or not, Facebook is going to have to experiment with new ways to make money and this is only the beginning. Get used to it.
Yes, I know. It’s terribly unfair that you have to either get your customers to jump though hoops or to pay through the nose to actually have your updates, announcements, and special offers be seen. But stop and think. You’ve been using a free service. If you get any results at all from it, you’re ahead of the game. If you’re really connecting with your customers on Facebook, they’ll be willing to jump though one extra hoop. If not, maybe you need to reevaluate your strategy.
Facebook can be a useful tool for building relationships with your customers, but ONLY as part of a well rounded web presence that includes both social media and a professionally designed and developed website which remains under your own control. Your presence on Facebook is, and always will be, controlled by Facebook, not by you. Remember that and act accordingly. After all, Facebook never promised you a free marketing platform that would remain free forever, or even one that would last forever.
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