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Limitations of Social Media Marketing

We recently saw this story on Social Fixer and want to share it with our readers.

If you aren’t familiar with Social Fixer, it’s a browser extension that “fixes” facebook. It changes how the site is displayed in a user’s browser. Social Fixer doesn’t do anything to harm facebook or alter the site – it only changes the way user-generated content displays.

Not long ago, Social Fixer’s page was suddenly “unpublished” by Facebook. It was totally removed. The page was not a small one- it had 34,000 “fans” and had been growing for years. They weren’t spamming people. They hadn’t violated the terms of service. There was no advance notice, or warning of any kind. No “stop doing X, Y, and Z.” No feedback on how to change.

Luckily, the business owner is able to contact his users in other ways, including through the extension itself. It’s just more difficult.

It’s important to remember that, while Facebook is a good way to stay in contact and find new potential customers, it is not a public service.  It’s a business. And with no traditional  customer service, user complaints don’t seem to be very effective. At any rate, this fellow’s appeal was ignored.

Facebook profits from the content you share across it. The more time a visitor spends at their site, the more money they make. They “mine” the data people enter, including everything from the time they spend, to their browsing patterns, to their likes and their associations with other users.

Your goal with facebook may be to find new people- and there is a world of potential on facebook- but your facebook and social media marketing strategy should be similar to your traditional marketing strategy. The number of “likes” you get rarely equals the number of sales you close. Neither does the number of subscribers to a newspaper in traditional advertising.

All advertising- whether it’s across a social marketing site, like Facebook, or in the daily news- should point your potential customer to your own site or store, where you have control over your message. Facebook is a valuable tool when used correctly, but it cannot replace a professional, secure site that you control. Your business should be the only one to benefit from your relationship with your customers.

Check out the whole Social Fixer story, and this follow up post. It’s really interesting.