Please prepare yourself for a small dose of cynicism. Last week, a Facebook sales rep tried to persuade me to buy ads to drive traffic to the Gevril page, in order to increase its number of fans. Neither the rep’s rational nor the outcome of our talk are important for now. However, I do wish to look at the implications of this one aspect of the Facebook business.
The Dark Side of Facebook Ads
You pay Facebook to drive people from unspecified Facebook pages to your fan page, hoping that once there, they’ll “like” your Facebook page. You also hope that you’ll benefit from building a Facebook fan base.
When a member clicks on your ad link and then clicks your “like” button, that activity is called engagement. Naturally, the more Facebook engagement, the more lively and profitable the Facebook site is for its owner.
Consider this: When you advertise your fan page using Facebook ads, you’re paying for the privilege of increasing Facebook activity. You’ll even bid against other advertisers for that privilege. Is that totally ingenious or what?
Is it any wonder that Facebook makes it so challenging for us to use our personal profiles to conduct business or to organically grow our business pages?
What do you think?
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