said 11 months, 2 weeks ago:
I’ve been a FB evangelist for a long time. I’ve been on since 2007 for personal use, and for about 2 years for business. I’m always touting the wonders of FB to clients and prospective clients. Typically, I’m the one defending FB and Zuckerberg for their changes and corporate decisions. Until lately…
For the past year or so, it’s gotten harder and harder to garner engagement with fans – not because of lack of content or interest, but because posts don’t show up in their news feeds. FB would have us believe that they’re doing users a favor by not cluttering news feeds with posts from Pages that users don’t engage with. My contention is, and always has been, that a fan can’t very well engage with a Page’s posts if they’re never seen in the first place.
I recently re-branded my company and started a new Page when the new company launched. I spent quite a bit of money on FB ads and grew the Page exponentially in just a couple of weeks. Awesome!! However, what I’ve realized is that no matter how much the Page grows, only a very small percentage of those fans will ever see my posts. Many of my new fans have even messaged me to ask why they aren’t seeing posts. So, why am I spending money to grow the Page with targeted fans, if they won’t see the content? I’m now questioning whether FB ads are a wise investment for my clients as well.
When FB rolled out Promoted Posts, that just about put me over the edge! I was running my ad campaign at the time, already frustrated that most of these new folks weren’t seeing my posts…then they roll out this new feature where I can spend MORE money so that a larger percentage of the folks I just paid to get to the Page will see my content? Yeah, thanks. It doesn’t make sense to me.
As I said, I’ve always been an evangelist for FB, but I’m suddenly questioning my loyalty. I realize they need to monetize the site – and quickly, but if they expect businesses – especially small businesses – to spend their money on ads, sponsored stories, promoted posts, etc, they’re going to have to go back to the days when a Page like meant that Page’s posts will be placed in the fans’ news feeds. My other contention has always been that when a person likes a Page, they do so because the WANT to see the Page’s content. If the Page delivers substandard content, posts too often, etc, users are quite capable of unliking the Page on their own. FB shouldn’t decide which Pages I, or my Page’s fans, want to see.
I’ve been in the midst of quite a conundrum lately regarding how to advise my clients about FB ads and FB, in general. I still believe it is a powerful business tool (not for selling, but for attracting and engaging a targeted audience, for customer service, etc), and I believe they’ll eventually figure it out…I just hope it’s sooner rather than later.