This is a brilliant piece by Danny Flamberg. By changing its pricing model so that it is, in effect, paid media, Facebook has exposed all of its flaws in terms of its effectiveness as a marketing channel and thus becomes a less attractive alternative; one that will drive smart marketers away.
This new Facebook policy should be the impetus for marketers to get back to basics and stop being mindless lemmings jumping on the latest fad even when the numbers prove that the latest fad does not come close to delivering improved results for the only metrics that really matter – increased sales and increased profits. Yes, increased customer engagement is a good thing, too, but Facebook doesn’t do that either. As Mr. Flamberg states, Facebook users are passive when it comes to sponsored posts. And “likes” don’t translate into sales.
And by getting back to basics, this is what Mr. Flamberg means:
Focus on Business Goals.
Plot Facebook in an Ecosystem.
Pre-Think the Conversation.
Pick Your Shots.
Make Videos.
Demand Data Sharing.
It ain’t sexy, it ain’t flashy, but it works. With more marketing options out there than ever before, understanding your customer and your offerings are critical when choosing where, how and when you tell your story to the world.
sbjopinions by Andy Harrison 