Remember the days when Facebook was “the” place for savvy businesses to market themselves? All a small business needed was create a profile, post consistently and the fans and “likes” would start rolling in. It offered a whole new way to engage with customers.
Well, some businesses have surely benefited from Facebook exposure. Others, not so much—and they’re choosing to leave altogether.
Greg Ciotti, head of marketing for IT firm Help Scout, said his company left Facebook recently and no longer incorporates it into the company’s marketing plan. The reason: “Our Facebook page was returning abysmal results and became a complete waste of time,” he told PCWorld.com. “In contrast, our newsletter, LinkedIn sharing, and Twitter profile were sending in much more traffic.”
Another business said traditional marketing efforts seemed better at engaging their customers than its Facebook page.
Facebook’s new “boosting” feature may be part of the problem. Companies can pay to promote their posts and get prominent placement in their Facebook fans’ news feed. But if a company doesn't want to pay, its posts may get buried and never reach its intended audience.
Another issue may simply be time and focus., since many small businesses have limited marketing resources. While Facebook may be the right engagement tool for some businesses, it’s not for everyone. Certain types of consumer businesses, such as restaurants and retailers, may benefit highly from constant access to their customers. But for other types of businesses, it may not be worth the time and money spent.
A recent survey by Manta found that 61 percent of businesses don’t see any return on investment on their social media activities, while 50 percent say they have increased the time they spend on them.
Read more articles about Facebook.