Facebook Follies – Should Your Business Use Facebook?

is facebook worth it? | arcitech - transforming your digital brand

Facebook Isn’t Always the Best

Facebook, despite recent competition, remains one of the most important forms of social media today. There are many different platforms though, each with its own niche – meaning Facebook might not necessarily be best suited for you. Without careful attention in your Facebook marketing, you may end up with undesirable results which leads many businesses to fall into the trap of throwing money at the problem which from personal experience, we can confirm it doesn’t work! So this leads us to the following question: is Facebook an ideal platform to channel your marketing efforts?

The Good

There are many reasons businesses flock to Facebook in order to promote and market their brand. It’s cheap, simple to use, builds brand status and most importantly, Facebook has a huge audience meaning anyone can get their brand pitch out there.

Bigger Isn’t Always Better

Facebook’s prevalence has meant that often businesses don’t consider the negative effects of a sizeable audience. More users equals more posts that your content is competing with for a place on your target customer’s News Feed. Laser targeting and patience are incredibly important when using Facebook which means without your commitment and time, you may be wasting your money on fake likes. It is also very important to look at your content style to figure out if alternative platforms are better suited for your brand. Below are some areas to watch out for when using Facebook for marketing:

1. The Like Trap

Likes are really cheap. We once did a targeting campaign through Facebook’s Ads Manager and managed to get a few hundred likes for $0.03 each. And at the time we were naively proud of our efforts thinking the creative was excellent.

But then we started to notice our post engagement went down. And so we looked further into these likes and noticed a trend in the users who liked our page. A huge amount of these accounts were fake. And whilst this looks great on your page, you’ll soon realise fake likes are actually worse than no likes at all.

Facebook and Fake Likes | arcitech - transforming your digital brand

Facebook’s algorithms are designed on a ripple effect. Your post will initially be shown to a small amount of your following to test its content value. If a strong percentage of these people engage with the post (likes, shares, comments, clicks), the more people it gets shared to. Fake likes dilute the number of people who are likely to engage with your content during the initial phase meaning less people will see your post organically.

Below is an excellent video from Veritasium explaining how fake likes can hurt your brand.

2. Content Style

Facebook is possibly the most robust platform out there when it comes to content style. But it still has its limitations when it comes to customisation. To combat this, many businesses decide to maintain a website blog, as it gives them greater control over the customer experience.

However, sticking to the platform means you have to adhere to some general rules. If you ever try to run an ad you will find Facebook has some intense character and image-on-text limitations – albeit limiting your post size is generally good practice to garner more attention. The concept sounds simple, but can be difficult once you start adding content to Facebook.

In the marketing realm, the ‘more is better’ slogan isn’t always true. Don’t overload your followers with posts – stick to less than one a day because if your followers tire of your brand or feel spammed, they are more likely to foster negative feelings towards your business.

3. The Wrong Target

Make sure your content and page appeal to your target market – but also consider the platform. Due to the increased costs to target a particular audience, it can be tempting to just open your ads up to a large audience but always consider your ROI. The money you’re investing needs to make you a return, otherwise Facebook marketing is not for you.

The nature of the platform also tempts a creator to use memes, gifs and other viral forms to advertise your business. Utilising these options can be beneficial but be careful as they can attract irrelevant crowds who are highly unlikely to purchase your products/services.

Do it right.

Don’t let this article scare you away from Facebook! As a carefully managed marketing tool it is one of the best available. If you’re looking at starting up or are already on Facebook and would like professional guidance, send us a message and we would be happy to help.

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