What Problem is Facebook Facing with Their Online Marketing Plans and Why?
Online
marketing is the lifeblood of social media marketing giant, Facebook. The vast
and personalised reach of this social networking platform was every online
marketer’s dream come true. Cambridge Analytica changed all that. Some
companies are taking a closer look at how they work with Facebook. Brands are
on an alert as the social media network negotiates the fall out from the
British data firm’s improper harvesting of 87 million users from Facebook. Ad
agencies are now facing privacy concerns up front.
- A Matter of Privacy Regulations
Users
have been complaining the agencies have their personal data. Brands have been
trying to come up with new ways to replace personal information Facebook places
limits on. For Facebook, privacy regulations have impacted the entire online marketing scene, and it has affected
algorithm changes as issues are now about trust and law. What is the data being
shared and what are the legal and reputation-linked ramifications of this?
More
Facebook users are downloading data and paying special attention to digital
marketers who have their contact details. Tech company Facebook has conducted a
complete investigation of apps that obtained access to user data before
Facebook’s platform policies were changed. Between 2010 and 2014, Facebook’s
data usage concerns have come into scrutiny now. The social media giant may
have encouraged brands to make games and apps for the site.
Removal of Partner Categories
Moreover,
online marketers have expressed concerns over Facebook’s move to remove partner
categories on their site. These categories enabled targeted ads and even led to
the profiling of purchasing patterns. Facebook is now geared towards user
privacy, but it has impacted marketers. Rather than relying on Facebook,
marketers are now building their own customer databases.
A Public Problem
The
fall out from the scams could be that people stop using Facebook. This could
impact advertisers, too. The main points of concern are information advertisers
can access and how ad performance is measured. Facebook is facing a public
challenge. But with 1.49 billion monthly users, over 30 million business pages
and USD 15 billion on Facebook ads, the numbers seem to be saying something
else. Facebook has incredible potential for digital marketing when used
correctly.
Working on Content Strategies
A
compelling content strategy on Facebook is important, now. Especially with the
News Feed focusing on user-generated rather than publisher-based content. While
sharing on Facebook, it is essential to take a holistic approach including
varied content designed to educate, delight, inspire and entertain fans. If
content strategies are pushy sales messages, this results in loss of impact and
engagement. Additionally, with this content strategy, consistency is the key.
Without educational or entertaining content, it is hard to get individuals to
share new posts. From timing content effectively to tracking the right posts,
it is essential to know how to frame Facebook posts for maximum impact.
The
plus points of the changes at Facebook include better security and more
transparency for advertisers. Even the brief withdrawal of Messenger app had
its benefits. Now, advertisers using Messenger bots will approach brand
launches on this platform differently. With no data traded, marketers can be
assured Facebook is now a secure marketing channel. But to tap the potential of
this social media behemoth, you need an online marketing agency that can decode
what algorithmic changes mean for your business. Contact a leading agency and
grow your business today!