Facebook Content Marketing

Facebook Content Marketing is the most stupid thing I’ve heard about in 15 years in this field. And I’ve seen a lot of bullshit. Here’s how it works, or doesn’t. You create a Facebook Page for your company, i.e. an official, boring corporate page in a place where people go to goof off while at the office. Then you start producing “content” for people to “consume”.

That’s right: you create content for a proprietary platform where you don’t own anything, where your posts are readable only by Facebook members and don’t get indexed by Google and where it’s next to impossible to search what you wrote in the past. There’s more: more often than not, you outsource this task, which means higher costs and a close to zero chance that it will have even a bit of a personal style. All this on a social network where people connect with friends, past lovers, relatives and one another’s cats and dogs. When you find out, to your great surprise, that people couldn’t care less about your content, you start spending good marketing money to attract more people in the hope that they will click on that “Like” button on the off-chance that they will end up reading your updates. And even if they did, what would you get out of it? Nobody really knows. You know those people who speak about the “ROI of Social Media Marketing”? All they’re telling you is bullshit like how much it costs to get a “like”. Not how much of an effect, if any at all, it has on the bottom line. And you know what? It’s not happening: they are not reading your stupid updates. You know why? Because your opportunity to do this “free” marketing which actually has already cost you a lot of money is limited to 4% only of the people who decided to follow what you have to say. The other 96% of your followers simply do not see your posts. Want to reach them as well? Pay. Don’t believe me? You can’t make up shit like this.