Facebook pages still make sense for honest marketers

Calm Down! Facebook Pages Can still be used to Promote Business

Posted on Posted in Online Marketing Tips

Some of my clients have begun a rumble about Facebook’s announcement to change the reach of “overly promotional” posts on businesses Facebook Pages beginning mid January, 2015. During my research, I’ve found some news articles that have an odd slant to them regarding this announcement. The piece by  on Cnet.com asks the question When is a company’s Facebook post not an ad tends to sway readers into believing that evil Facebook is attempting to extort more cash out of us poor small business owners.

Facebook’s true purpose in this latest move — a wild guess, this — is to get brands to pay more money for “conventional” ads. Given that the company says Facebookers won’t suddenly see more ads, the price of those ads to corporations will surely rise.
Facebook pages still make sense for honest marketersAfter first reading this story, I began thinking about all the small businesses that would be ditching their Facebook Page and turning to another Internet marketing tactic — I also began thinking about all those Virtual Assistants and social marketing firms that would be losing clients. Would small businesses begin to compare their return on investment between paid Facebook advertising and Google Ads? Would they just drop the Facebook portion of their marketing campaigns? Would there be a new serge in email marketing — and an increase in revenue stream for Virtual Assistants with these skills? There may be toward the end of January when information such as CNet’s article and another I found on The Wall Street Journal’s site by Angus Loten, Adam Janofsky and Reed Albergotti that screams New Facebook Rules Will Sting Entrepreneurs reaches all the small business owners but I don’t believe it will last long.
Is Facebook only good now for making your target market aware you are out there?
The answer to the above quote is a resounding NO!

—-Continue reading and watch Mari Smith’s video —

You see, it appears that the two articles referenced above are not giving the whole story. While Facebook will be implementing a new algorithm on Facebook Pages, it won’t be sending regular, honest, contextual and relevant promotional posts into the Internet black hole. What it will be doing is evaporating those posts that cause you to click on a link you are interested in and end up at some sales page or auto-playing video for something you didn’t expect.
Our goal with News Feed has always been to show people the things they want to see.
People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.
 
News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.
Facebook has been surveying people, (Were you one of them? Tell us about the survey in the comments below.), to find out what they want and don’t want and here is what they discovered:
  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads
 Bottom line is, if you are making an honest effort to provide high quality, relevant content about your business to your Facebook fans – continue to do so. Don’t believe me? Check out this video from the Pied Piper of Facebook, Mari Smith: