The recent political turmoil has given FaceBook a lot of attention – after all, many popular uprisings have been started on FaceBook. This has caused mobile developers and operators to think about using FaceBook for marketing – the question is if this makes sense.
The Danish research firm StrandConsult has now provided us with an except of their analysus on why FaceBook is not well-suited to carrier marketing. Some of the points also apply to smaller houses, which is why the most important ones are right here:
2. Facebook boasts a “free” and open platform. This misleads operators to think that Facebook is an inexpensive medium for marketing. To control its costs and force companies to pay up, Facebook limits the distribution of a company’s message to its fan base, so only a fraction of the fans see the company’s posts. Facebook is not interested to talk to you unless you are already a major brand and are willing to invest hundreds of thousands, if not millions, of dollars in advertising. The dirty little secret about Facebook is that you have to pay to play.
7. Facebook doesn’t build brands; it reflects brands. The biggest brands on Facebook already have a large presence outside of Facebook, and they have large advertising/marketing budgets both online and offline. Almost no companies have been able to build a brand on Facebook from scratch.
10. Facebook can change its terms of service for any reason at any time and with no warning. These changes can have material and negative impacts to operators. One example was when Facebook announced its change to the Timeline format. All those tabs and apps the mobile operators developed, the mini-websites within Facebook so to speak, were made nearly invisible. . Collectively, companies spent hundreds of millions of dollars to customize their Facebook page, and thousands of independent Facebook developers and agencies sprung up in the process. With one announcement, Facebook effectively and instantly rendered operators’ investment on their platform worthless.
Did your company see success on FaceBook?