Facebook Ads. Worth it?

This is not an opinion piece, this is a factual post, but I will place my opinion at the top. For me Facebook was always sketchy in terms of being a stable business solution. It came as dismay to a lot of people that work really hard trying to maintain their Facebook presence. I never told them not to do it, but I knew, in my technological heart that gains in this type of environment are temporary.

There are many reasons why, but the one that came down like a hammer on many ad budgets was Facebook's limiting of posts.
My opinion is, and still remains; your hardest work should be building your website's presence. You shouldn't be building and focusing on your popularity on a Website that can take all of your hard work away from you. Let me be clear, I think you should have a Facebook presence, because that's one more promo. You should always strive to be everywhere you can be.

Your hard work should be put into something that belongs exclusively to you. (Your website email, paper advertising etc.) If you happen to get a Facebook follower, get them to your site before their attention is gone.

We take the case of Diamond Candles as reported by Internet Retailer this last year. They built their business on Social Media spending $250,000 in 2013 according to Social Media 500 data available at Internet Retailer.

Justin Winter, CEO of Diamond Candles reports that it was initially easy to reach customers on Facebook. They treated their Facebook feed like email. When they posted messages with products, and people liked the product, others would see that product in the user news feed. The etailer crossed the 1 million like threshold in November.

But Facebook has changed the game for Facebook posts and only some are seen. For Diamond Candles, it went like this: October 2013, 12.05% of fans saw the brand's post, according to marketing and public relations firm Oglivy & Mather. Just 4 months later, that number fell to 6.5%. They say it was worse for brands that have likes of 500,000 or more. They fell from 4.04% to 2.11% (if you are like most small businesses that is not the case, but the throttling still remains).
"I knew at some level, we never really owned our Facebook fans, that it was really temporary," Justin Winter CEO.

The problem is the reach you get out of a post falls if someone isn't engaged. I saw a very telling YouTube video from a guy who isn't selling you marketing. When he went to promote his posts on Facebook he found that the more he promoted the less engaged people became. I will post his YouTube link at the bottom of this article, but basically it works like this. If you post something and a bunch of your followers like it and get engaged, Facebook will let some more of your followers see it. How do they choose? I don't know, but is has spelled trouble for people. The more people that you have that liked your page and simply don't engage the less the people that want to engage will see it. Confusing!

Is it worth it? I would say choose carefully on promotions, Go ahead and have a looks at Vertasium's video and see if that helps.

The Site Lady
thesitelady.com
fernwoodcomputerservices.com

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