Facebook Advertising Is Overhyped

Posted on June 27, 2012 by LCT Magazine

Advertising Age magazine surveyed 658 “decision-makers in social marketing” over the past two weeks and the results revealed confusion on how to calculate ROI on Facebook.
 
The respondents were 34% marketers, 34% agency executives, 13% media executives and various members of the marketing community.
 
Nearly 86% said they currently use Facebook as a marketing tactic, but only 55% said they currently advertise on Facebook. 88% said they would use Facebook as a marketing tool without advertising on it at all.
 
24 % of survey respondents said Facebook’s advertising customer support was inferior to other digital platforms. Several comments regarding Facebook’s advertising platform highlight other issues:
 
“It’s incredibly time consuming and requires a lot of manual entry.”
 
“[It needs] better analytics and better customer support, like Google’s AdWords.”
 
 
In May, General Motors announced that it was pulling its ad dollars from Facebook — $10 million, to be exact. However, the company will still spend $30 million on building and maintaining a Facebook presence for its various vehicles.
 
What does this all mean for you as a business owner, specifically a limousine business owner? It means that while there is certainly a revolution happening in the marketing and advertising worlds thanks to the disruptive power of social media, traditional forms of advertisement, such as in print magazines, are still very valuable and necessary.
 
It also means that Facebook, and other social networks, can and should be used as marketing tools for your business, but in active, creative ways. It means engaging clients on the Facebook page, posting content related to your business and clients’ interests, and driving traffic to your website. It might seem like a no-brainer to buy ad space on the number one social network because millions of people use the site every day, but at the end of the day, people are on Facebook to interact with other people, not advertisements.
 
For ideas on how the right way to use Facebook for business, check out the following articles written by veteran operator and LCT contributing editor Jim Luff:
 
 
 
Michael Campos, LCT associate editor
 
Source: AdAge.com
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