Category: Facebook

Do Facebook Ads Work?

Not long ago, I wrote a post on the 60 Second Marketer blog called The Truth About Facebook Ads: They Don't Actually Work. It created a bit of a stir in the online community because there were a lot of Facebook loyalist who defended the platform and who have actually had some success with Facebook ads.

The post generated over 33 comments, many from members of the 60 Second Nation and some from people who were just stopping by. I love those kinds of dialogues because they highlight what the 60 Second Marketer is all about -- stirring up debates among marketers about the science of marketing.

But on Friday, one of our SIXTY clients asked a question about Facebook ads that prompted me to clarify what I mean when I say that Facebook ads don't actually work.

As stated in the original blog post, Facebook struggles to have relevancy among mainstream marketers like Coca-Cola, Nike and Apple, many of whom have robust Facebook pages, but almost never use the platform for advertising.

So, Should You Abandon Facebook Advertising?

Well, no. And yes.Here's what I mean.If  you're using Facebook as your primary advertising tool, you'll probably struggle to generate the ROI you're hoping for. It's particularly useless if you're driving people to a link outside of the Facebook platform. It's less useless if you're using a Facebook ad to drive people to a page within Facebook. (Facebook likes to keep people inside the Facebook world.)But if you're not using Facebook as your primary advertising tool -- in other words, if it's one of many marketing tools you're using to build awareness and drive leads to your business -- then it's an acceptable platform.In other words, if it's used as an add-on to an existing (and robust) marketing campaign, then it can be perfectly suitable to round-out your overall program.fbThat concept -- not to lead with Facebook, but to use it as an add-on instead, is a quick and easy way to remember the key point I'm making about Facebook ads.Are there plenty of people who have been able to make Facebook ads work? Sure. And many of them will have been incredibly lucky and will have generated a client or two (or more) from their ads. It's also worth noting that Facebook is constantly working to improve and enhance their platform.But if I were a company with a reasonably nice-sized advertising budget, would I spend my money on Facebook ads? No, I'd spend them on about 5 or 6 other vehicles before I ended up spending a dime on Facebook.So, I hope that clarifies things for you. Facebook ads can be useful -- once you've exhausted several other vehicles first. Otherwise, they can be a hit-or-miss proposition. Jamie Turner is the CEO of the 60 Second Marketer and SIXTY a marketing communications agency that works with national and international brands. He is the co-author of "How to Make Money with Social Media" and "Go Mobile" and is a popular marketing speaker at events, trade shows and corporations around the globe.Screen Shot 2016-03-07 at 2.01.28 PM 

Help Us Collect Data for Our Facebook Teen Usage Study

Is Facebook usage among teens starting to slow down? If so, why? And what social media platforms will replace it?Those are just some of the questions we're trying to answer in the latest 60 Second Marketer survey. Can you help us collect the data?If you're a parent of a child age 13 to 18, we'd like to hear from you. The short survey below is designed to be filled out by your child (or by the child's parent). The answers will be collected and distributed in an upcoming report released by the 60 Second Marketer.Please fill out the information below and then press submit. We'll collect the data and release the report in a few weeks. (If you'd like to be notified when the report is released, be sure to sign up for our e-newsletter here.)Be sure to scroll down in order to answer all 9 questions. Thanks for your help!   

Did you answer all 9 questions? If so, thanks! And stay tuned for the final report.

Facebook: Is its Value to Businesses Disappearing?

When it comes to social media, there's Facebook and there's everybody else. With an estimated one billion users, one-seventh of the planet's population is on Facebook.Businesses have long known that social media is the front line of a smart marketing campaign. Unprecedented access to astounding numbers of potential customers, the ability to connect in real time, and options to target specific audiences while integrating with a larger ad campaign makes social media the most valuable invention in recent marketing history.If social media is good business, and Facebook is the king of the social media hill, Facebook must be factored into your business's strategy, right? Well, maybe. There is an unsettled debate raging about the place that Facebook should have in a modern business marketing strategy. Which side are you on?

Facebook is the largest social media network in the world with more than 1 billion users.

The ProsUbiquityFacebook is everywhere, and everyone is on it. Business marketing is about getting your message out to people. When you combine these two truths, it's tough to make an argument against incorporating Facebook into your plan.Not only are one out of seven human beings on Facebook - they're on it a lot. A recent study shows that smartphone users between the ages of 18 and 44 check Facebook an average of 14 times a day. A wide majority - at least 62 percent - check Facebook in bed as soon as they wake up.It's Easy to IntegrateMaking a page for your business, marketing it, promoting it, and creating ads is one of the easiest ways to reach tons of people even for tech novices. Facebook has a page that holds your hand through the processes of building a page and creating ads. Facebook is also super easy to integrate with your business's website, as well as cross-promoting with other social media.

It's easy to create a business page on Facebook and integrate it with your website.PersonalizationUnlike Twitter - which is a powerful, but less personal, tool that only allows short blurbs of information - Facebook allows your business to use compelling content such as photos, videos, links, and text to paint an overall portrait of your business on one single page. Your message can be tailored to allow the personality behind your business shine through - to introduce yourself and your staff, your product or service and tell the unique story of your business.ConsThe Blurring of Personal and ProfessionalTwenty years ago, the only way the people at your work knew what your kids looked like was if they sat close enough to see your picture of them that you kept in your cubicle. Today, the lines between the private and professional has all but disappeared. Your friends know your work gripes and your co-workers know when your sister has the flu.Social media has demolished the line between work and play and, generally, that is not good for business. Protecting your online reputation is directly related to compartmentalizing your online life, and building a wall between personal and business social media is imperative.Is LinkedIn Redundant?A comedian in Los Angeles recently referred to LinkedIn as "Facebook - only boring and with resumes." Not quite an accurate description, but he makes the point that the working world does have a social network of their own, just for, well, work.The author of this article makes the point that the consequences of accidentally having your personal Facebook profile overlap with your business page or your LinkedIn profile may not be worth the marketing gains you achieve from having a business presence on Facebook.However, keep in mind that many professionals see the benefits of LinkedIn and similar sites—you see profiles for Warren Buffett on LinkedIn and for Timothy Broas on viadeo.The Dangers of TomorrowAt its peak in 2007, Myspace was worth an estimated $12 billion. Flooded with young people — as well as bands, comedians, dancers, and entrepreneurs — who, for the first time, had their entire identities established online, Myspace screamed permanence. The prevailing theory was that, with Myspace as a centralized hub, personal and business webpages would disappear and the clutter of the Internet would be contained.Following a brutal, years-long decline, Myspace reinvented itself, but not before deleting the content, including every photo, uploaded by their millions of old, loyal followers.Right now, it feels like Facebook is forever. We thought that with Myspace — and AOL and Netscape Navigator and a million others. Putting all of your eggs in one basket is never a good idea, but expecting permanence in the fleeting nature of the Age of Information is suicide. Don’t assume a tornado can’t destroy the marketing structure you’ve built on Facebook — or anywhere else.Changing DemographicsLike virtually all social media sites of its era, Facebook was made by and for young people. That has all changed — dramatically. Like anything else, once mom and dad are involved, it’s no longer cool. Facebook freely admits to losing huge blocks of its once-core demographic: the young.A recent article points out a bizarre irony about Facebook. In the not-too-distant past, parents were nervous that their teens would join Facebook. Now, they’re nervous that they’ll delete their account. The article points out that Facebook is not declining, but “dead and buried” among teens. Infatuated with apps like Instagram and Snapchat, the only reason many teens retain a profile at all is to stay in touch with older relatives.If your business targets teens and young adults, you could likely spend your time and resources better elsewhere.The Post-Graph Search WorldThe release of the highly anticipated Graph Search function unveiled by Facebook in 2013 proved once again what we all knew but would have liked to forget about warehousing your data on social media. Unlike a website whose format is under your command, a social media platform can make you change your strategy any time it wants. Graph Search forced a flurry of activity as businesses scrambled to adjust their strategies and deal with issues far beyond their control, such as the wave of privacy concerns that came in the wake of Graph Search’s rollout. Any change Facebook makes can send your business strategy reeling.Facebook is still the unrivaled king of social media, but as Twitter and - for the more visually inclined - Pinterest have made major headway in recent years, the role Facebook plays in business marketing is changing. It is, however, still relevant. Although there are experts who think entrepreneurs should shift their focus from Facebook to other mediums, there are few credible sources who say it's irrelevant.About the Author: Andrew Lisa is a freelance writer living in Los Angeles. He writes about social media, online business, and profiles pages such as Timothy Broas viadeo.