New Facebook Rules Are Anti-Small Business
Small-business owners will soon get less benefit from the unpaid marketing pitches they post on Facebook.
That’s because, as of mid-January, the social network will intensify its efforts to filter out unpaid
promotional material in user news feeds that businesses have posted as status updates.
promotional material in user news feeds that businesses have posted as status updates.
Facebook’s push toward paid advertising is likely to aggravate an “already tense relationship between small businesses
and social platforms over audience ownership,” says Steven Jacobs of Street Fight, a Colorado-based media-and-events firm covering local digital marketing.
and social platforms over audience ownership,” says Steven Jacobs of Street Fight, a Colorado-based media-and-events firm covering local digital marketing.
Businesses used to own their consumer relationships through email or other in-house marketing channels, or to buy them from newspapers, television and other traditional media outlets through ads.
“But Yelp and now Facebook are trying to peddle a third model, he says: “renting—in which a business can build a community but never own an audience on a platform.”
The change will make it more difficult for entrepreneurs to reach fans of their Facebook pages with marketing posts that aren’t paid advertising.
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Analysts at Forrester Research said in a report released Monday that posts by well-known brands on Facebook reach only about 2% of their fans and followers, while on average fewer than 0.1% of people interact with each post.
The researchers didn’t specifically measure the average reach of smaller brands’ Facebook posts.
Todd Bairstow, a partner at online-marketing firm Keyword Connects, says a strategy of attracting fans and “likes” on Facebook using unpaid posts in order to market to them later “ultimately failed for almost everyone we know.”
Mr. Bairstow, who represents about 350 small-business clients, says that advertising options on Facebook have improved in recent years, “but it was at the expense of small companies that spent a lot of time investing in and engaging their audience” by posting frequent status updates or messages on their firms’ Facebook pages.
That’s up from about $2,000 in 2013, when, she says, the reach of unpaid posts “all of a sudden went way down.” About 80% of the service’s business comes through its Facebook page, which currently has 11,774 “likes.”
(Buy/Rent/Layaway)
“If you’re not paying for it now, no one’s going to see it,” Ms. Lynch says, explaining her current view of marketing on Facebook.
Meanwhile, entrepreneurs say they will monitor the social network and compare its value to that of other online advertising options as they experiment to find the best business results.
Justin Draplin, co-founder of Superfly Kids, a Livonia, Mich., maker of custom superhero capes, “No one is searching Facebook for superhero capes,” he notes.
The future of the web is not based upon closes networks, but an open collection of properties that allow all readers to acquire, engage freely and transparently. Sites that generate and curate original content are the future."
Troy Johnson
(Buy/Rent/Layaway)
"Small business development 101 has been to put a FB page for your business with a link to business website. Guess that strategy will go by the wayside. Does FB really think a small business start up will buy paid ads? Maybe if the price is really low.
But look at the ads on FB. They are not small businesses. Just looked at my FB page and there were ads from LL Bean and LG - not exactly "small" businesses."
Rick Willams
But look at the ads on FB. They are not small businesses. Just looked at my FB page and there were ads from LL Bean and LG - not exactly "small" businesses."
Rick Willams
(Buy/Rent/Layaway)
"The problem is that the VC crowd wants a return on their investment at some point. Its up to the users to stop using the site, like millions have already done. The growth comes from expansion into international markets."
Franco Condo
"It's a natural evolution for FB to continue to monetize its platform. Small businesses couldn't expect to get free advertising forever. The problem I (we) have is that the results aren't to be trusted. Promoted posts are obviously bloated with fake likers. And the path to conversion has not proven out yet. It's not just an FB problem, as we see it with LinkedIn and others. We use tracking codes for every link we put out there, and what we see coming into our analytics tools does not jibe with the claimed results from social channels' "insights".
I think FB and the other platforms will have a hard time convincing businesses (the ones that verify advertising performance) to maintain or increase their social media budgets unless they can better weed out the fraud and provide more evidence of a path to conversion.
Especially since Facebook is essentially admitting it's a pay-to-play model now, and reducing the effect of true organic audience reach, proving value is more important than ever."
Ron Barry
Franco Condo
"It's a natural evolution for FB to continue to monetize its platform. Small businesses couldn't expect to get free advertising forever. The problem I (we) have is that the results aren't to be trusted. Promoted posts are obviously bloated with fake likers. And the path to conversion has not proven out yet. It's not just an FB problem, as we see it with LinkedIn and others. We use tracking codes for every link we put out there, and what we see coming into our analytics tools does not jibe with the claimed results from social channels' "insights".
I think FB and the other platforms will have a hard time convincing businesses (the ones that verify advertising performance) to maintain or increase their social media budgets unless they can better weed out the fraud and provide more evidence of a path to conversion.
Especially since Facebook is essentially admitting it's a pay-to-play model now, and reducing the effect of true organic audience reach, proving value is more important than ever."
Ron Barry
(Buy/Rent/Layaway)
Facebook Makes Peace With Small Businesses — Again
Facebook has a message for the mom-and-pop shops with pages on its site: Make yourself useful.
Some 40 million small businesses maintain a Facebook page, up from 30 million roughly a year ago, the social-networking site said Wednesday. The pages, which are free for businesses, are among the first places users look to learn about a local business, especially on mobile phones.
Now, Facebook wants businesses to beef up their offerings, said vice president of small business Dan Levy. That could mean helping users book flights, get directions or schedule an appointment with a plumber.
“We’re in the process of making a lot of updates to pages,” Levy said. “Increasingly the utility of pages for people and businesses is something that’s really important.”
Some big businesses use their Facebook pages this way. Southwest Airlines LUV -2.23%, for example, has a “book now” button on its Facebook page that sends users to its website. Retailer J. Crew’s page links to its ecommerce site.
The outreach marks the latest shift in Facebook’s attitude toward pages for businesses. The social network initially encouraged businesses to establish pages, and communicate with Facebook users who identified as fans.
More recently, however, Facebook has limited the number of users who see these posts in their news feeds; Facebook said the changes were aimed at letting users see more posts from friends, but businesses also suspected that Facebook was pushing to pay for advertising, rather than post items for free.
Levy acknowledged that many small businesses were “upset or confused” by their dwindling reach on Facebook.
He said businesses that maintain pages have become “the greatest source of new advertisers” for Facebook. Facebook says there are roughly two million active advertisers on the network during any 28-day period.
Monty Henry, Owner
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• Video is Recorded Locally To An Installed SD Card (2GB SD Card included)
• Email Notifications (Motion Alerts, Camera Failure, IP Address Change, SD Card Full)
• Live Monitoring, Recording And Event Playback Via Internet
• Back-up SD Storage Up To 32GB (SD Not Included)
• Digital Wireless Transmission (No Camera Interference)
• View LIVE On Your SmartPhone!
Includes:
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* Wireless IP Receiver
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FACT SHEET: HIDDEN NANNY-SPY (VIEW VIA THE INTERNET) CAMERAS
Specifications:
Receiver Specs:
* Transmission Range of 500 ft Line Of Sight
* Uses 53 Channels Resulting In No Interference
* 12V Power Consumption
* RCA Output
* Supports up to 32gig SD
Camera Specs:
* 640x480 / 320x240 up to 30fps
* Image Sensor: 1/4" Micron Sensor
* Resolution: 720x480 Pixels
* S/N Ratio: 45 db
* Sensitivity: 11.5V/lux-s @ 550nm
* Video System: NTSC
* White Balance: Auto Tracking
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Local: (818) 344-3742
Fax (775) 249-9320
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