Two articles crossed my desk this morning. The first, titled Facebook Marketing: Six Reasons to Approach with Caution, outlines the risks of working with Facebook. Facebook is a rapidly evolving platform that can be hard to manage when issues arise and it’s continually changing its legal text. The article notes how some folks have had the unfortunate experience of having their hard work disappear for a number of different reasons.
It’s a good set of concerns to keep in mind. But should it dampen your enthusiasm about using Facebook for promotion?
The answer really comes from the second article to hit my inbox, Facebook Nabs Nearly One-Third of Display Ad Market. The key question the first article fails to ask is: what are the risks of NOT using Facebook for marketing?
Facebook has the user population of a large country. Hundreds of millions of people use Facebook, most check in multiple times each day and many spend lots and lots of time there.
And they have an ad platform that shows “Display Ads” (I still think of these as banner ads – as opposed to the text ads you see on Google). With that huge user base and the many pages they view, Facebook served up 346,455,000,000 ad impressions in the first three months this year.
So yes, proceed carefully. Keep good records and copies of everything in case you need to recreate it. Be prepared to go through the ringer to resolve problems. But that’s no reason not to move forward. After all, no risk, no reward.