Advice for Brands on Chasing the Facebook Dragon


Chasing the Facebook Dragon

Determining the ROI on a Facebook ad campaign is one of the most frustrating parts of social media marketing. And it’s just getting worse. Brands have signed onto the notion that Facebook serves a silver platter of highly targeted, engaged audience members. But it’s not a bright and shiny platter; it’s an oxidized platter with the kind of stains that might not be stains but might just be oxidation but you can’t really tell.

You put up a Page Likes ad to jump-start your page’s growth, you get a sudden spike of fans, and you’re hooked. Then you chase that dragon down a wormhole of News Feed algorithm updates, revised campaign structures and increasingly hard-to-decipher reports.

Integrated Marketing AssClownery: Confusing the Medium for the Message

A comparison can be made between the pitfalls of Facebook advertising and SEO methods in wide use a few years ago. Brands who wanted to rank in search engines relied too heavily on “gaming the system”. Massive amounts of low-quality content combined with keyword stuffing was the formula to success. But Google was smarter, and updated its algorithm to detect websites relying on spammy, superficial methods that don’t actually do any good for real human beings . . . rendering those methods obsolete.

The same holds true with Facebook content and advertising. Relying on the platform won’t get you far. It’s just a method of delivery. It’s not a sustainable strategy.

Three key problems from focusing on advertising (i.e. the medium) instead of your content (i.e. the message):

1) The medium changes on a dime.

Facebook is constantly changing. “Improving”. They roll out changes to their ad platform so frequently that I’ve had instances where the coworker sitting next to me has access to different features in Power Editor than I do. Nothing’s more irritating than convincing a client to invest in a certain type of ad only to discover that ad type was discontinued, and was only offered as a test for a short period of time.

2) Access isn’t guaranteed.

If your ad sucks, guess what? No one will click on it. And Facebook will stop showing it. With more brands than ever competing with each other for ad space, shitty ads that don’t speak to their target audience with tailored messaging and a bit of creativity just don’t get shown. This is why “Ad Optimization” is a key component of a successful ad campaign.

3) Not all impressions are worth the same.

Do you want Fans? Website visitors? Post engagement? Or just impressions? Picking a metric and sticking with it gets complicated when too much focus is placed on the medium, as opposed to your content or your bottom-line. Figure out if it’s brand awareness, community engagement or visits to your website you’re after. Write it on a piece of paper. Stick it on your forehead. Turn yourself around. That’s what it’s all about.


The Path to Recovery

The true goldmine of opportunity on Facebook lies in getting your fans to share your content with their friends. For free! Having someone Like, Comment or actually Share content you post on your page is what leads to organic, viral success. Lots of people get this; Gary Vaynerchuk and Jonah Berger are two examples. Brands like Magnolia, Martha Stewart and Seamless take advantage of the image-based UI. Does this mean your financial services client should post high-res closeups of tax forms and accounting sheets? Limited resources are better spent elsewhere. Like on providing content that’s actually useful for your existing audience. Thinking creatively about ways to engage people who have already indicated they care about what you’re saying. User surveys with real insight.

  1. Put users first. Understand their needs. Who are they? What are their problems?
  2. Consider your company or product. How does it solve the problems you just listed?
  3. Think creatively. Focus on the message. Then figure out if you’re going to translate this into Facebook ads or posts. Whether you post something as an ad, a post, a link, a photo or a nosehair really doesn’t matter; what are you trying to say!


It’s too easy to focus on the medium at the expense of the message, and pour money into advertising something with low-quality content. X dollars doesn’t equal Y sales. Focus on your users, your content and your objectives. Use Facebook Advertising to boost that effort – not drive it. A sustainable strategy puts users before robots, platforms and delivery channels. A sustainable strategy involves tapping into real, human insights and developing interesting and engaging content.