Say the above statement at a social media marketing conference, and expect audible gasps and confused faces. With 955 million active users and the buzz it constantly generates, there’s no way Facebook, the messiah of social media, can fail as an advertising medium, right?
Mistaken!
Almost all social media agencies will have Facebook advertising as one of their core services, yet truthful and experienced social media professionals should be able to identify when Facebook, despite all the impressive statistics, won’t cut it. Here are five of them:
1. Sell a ready-to-use product
Some of the most successful businesses on Facebook are niche, exotic, and unusual products. Novelty is key to getting orders from this social networking site. For example, there is a skin manufacturer in the Philippines that started selling custom skins on the site and now has a stable base of local and international customers. The key factor to its success: You can’t find a custom mask at Macy’s or any department store. If you don’t have something new to offer, you might want to ask a social media agency what other routes you can take.
2. business-to-business marketing
B2B advertising doesn’t usually work on Facebook. Let’s be honest. While information goes from one to millions in a matter of minutes, the credibility of what is shared is considered doubtful unless proven otherwise. B2B messaging will thrive in a more moderated social networking environment, such as LinkedIn. Also, Facebook’s audience is too broad for such a specific audience. Again, ask a social media marketing company what other digital platforms you can advertise on.
3. Technical Products and Services
Fragments of content shared on Facebook, be it news, games, applications, links, photos, videos, etc. – have a common denominator: they must be interesting. There is another caveat. You need to be able to sound interesting in as few words as possible. If you’re selling a medical imaging device that uses the magnetic properties of atoms and radio frequency, then you should reconsider using Facebook for advertising. Rule of thumb: If it will take you several paragraphs to make your point and why people should buy your products or take advantage of your services, Facebook advertising will simply spell disaster.
facebook is not everything
Not being able to advertise on Facebook is not the end of your SMM campaign. Being seen by millions of people means nothing if you are speaking to the wrong audience and not generating any leads or sales on your investment. In the world of online advertising, there is a space for everyone and Facebook does not always fulfill that role.
In cases where Facebook fails, consulting with a social media agency will go a long way to get expert advice on what other social media channels you can use to boost your business.