Why this business said bye bye Facebook (an unbelievable tale of likes, lies and sugar highs)
There has been welcome criticism directed at advertising giants like YouTube and Facebook recently.
The biggest advertiser in the world, Procter & Gamble Co., came out swinging in January. Chief among the company's frustrations were a lack of transparency and accurate campaign data from digital marketing.
On a smaller scale, but with equal bite, is this story.
For a long time, I've been an ambassador of the power of Facebook advertising machine.
But to be an effective operator across this landscape, you need to have a pocket full of skepticism. Because the business of selling likes and contest entries has the same feel as dark alleyway.
Welcome to the world of Facebook fraud.
As reported by the Daily Dot, author Cody Permenter details how users and businesses are being had. Not by Facebook, but by businesses who are creating a make believe fake success of fans and engagement.
So, what are the key lessons?
Likes are largely meaningless. They might look good in front of a Facebook clueless boss. But in the long run, like a sugar-high, it is unsatisfying and delivers nothing.
Look closely at where Facebook fans live. If you want more customers from Brisbane, and your fans are in Bangladesh, then you've been had.
- Look at the numbers behind the numbers. A deep dive will tell you what's really going on.
While there is a broader industry shift towards greater transparency, the responsibility of knowing what's really going on starts with you. Stay close to the detail, sweat the small stuff.
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