Why Facebook Does not ‘Get’ Advertising - Page 2
Why exactly Facebook is undergoing just such issues is easy to understand. With investor value a motive following its IPO Facebook lost the advantage it had of being able to move at its own speed and work things out on the fly. I wrote some time ago about its new ads being a potential issue and it appears that I was more right than I should have been.
Facebook could see that it had problems with its membership base and should have been able to reposition itself to take this into account. Instead, pressed by investor concerns on one side and the development of serious competition from Google Plus on the other, the company has little option than to retrench and engage in legacy business thinking. In what is a total social media faux pas, Facebook has created a top-down marketing persona, powered by the information provided by their members to aim their ads at.
What Facebook does not ‘get’ is that ad targeting, these days, works best when it is powered by intention and informed by need. The ads that succeed are the ones which appear the moment someone is actively looking for the information they contain. Contextual ad-targeting is some way off before it happens on Facebook. Brace yourselves for more woe as the company tries to ram its products down its members’ throats.