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!

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