Five reasons why you shouldn't be wasting all your resources marketing on Facebook.
Right now, perhaps the biggest "new job" in online media is the social media manager, and similarly the social media management company. Agencies all over are scrambling to create social media divisions and every major brand out there has been equally hurried to hire "experts" to assist them in this new empire of social media. All those "new media" and "affiliate marketing" experts have now become "social media" experts in order to get jobs. The pundits are constantly talking about how they engage users on Facebook, how to use it to engage clients and make new clients, how to get people to click on "like," and so on. I honestly believe that most of this talk is not only self-serving nonsense that is created to fill the plethora of junk journals out there, but more importantly has no basis in reality. Most Facebook "social" marketing has little or no return on investment.
I'm not going to say that there's no reason to have a page or group on Facebook – that recommendation would be silly indeed. It's free advertising. However, I am saying that having a "social media" plan with a panel of experts advising you on what the page should look like, 10 full-time employees looking at the comments, and also paying some analytics company $250,000 to give you reporting on how many people responded to your "we are not open on President's Day" message is just plain ridiculous. Please, I beg of you, don't waste your money on these "experts" who have about as much experience in media as I have in swimsuit competitions. Most companies don't pay people to monitor the graffiti in the boy's bathroom, and much of Facebook is similar to that. It has little or no real-world impact on sales or brand perception. If you disagree with what I am saying, feel free to post it on your Facebook page, and I'll "like" it.
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Pace Lattin has been working in interactive advertising since its inception. From being a co-owner of the company that sold advertising in ClickZ before the turn of the century to founding a major interactive advertising publication, he has been involved with all aspects of the interactive advertising industry. He is currently the executive director of the Executive Council of Performance Marketing, an industry organization that represents over 100 C-level executives.
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