Even though Facebook started as a simple dorm-room experiment, it has quickly grown into one of the top social networking sites and one of the best options for social media marketing. Although social media is important in any marketing campaign, it’s also very important to investigate Facebook further before jumping headfirst into a marketing campaign.
Previously, we discussed some of the top benefits Facebook has to offer marketers, however, there are some reasons to proceed with caution. The following are some reasons why you should go cautiously when considering using Facebook as a part of your marketing strategy.
Reason #1 – Facebook Can Disable Accounts
Caution is recommended because Facebook has the power to disable accounts. In fact, your account could be disabled with no warning nor explanation if they feel page activity is “suspicious” or complaints are received about you. While you can request that your account be re-established, you may never get it back and they are not obliged to give you any reasons.
Reason #2 – Features Change Regularly
Facebook often changes the rules and these changes could seriously impact how you can use the website and how it benefits (or not) your company. When the layout, setup or other features change, you will simply have to deal the changes. This requires quite a bit of adaptability since you’ll have to learn how to use their new features as quickly as Facebook throws them at you, whether you like them or not.
Reason #3 – No Protection for Your Content
When you put content on Facebook, there is no protection for it. If you lose your account that content is gone.
If there is a problem or glitch on Facebook that results in the loss of your content, there is no way to retrieve it, which means you stand to lose all the time, effort and money you’ve put into your marketing campaign. Consequently, it is critical that you back-up your content regularly and avoid building your entire social media campaign around Facebook alone.
Reason #4 – Continuous Changes to the Fine Print
If you’ve had any interaction with Facebook so far, you may have noticed that there are continuous changes to their “fine print”. They can change their code of conduct, their policies, their terms of service and privacy statements whenever they want to. While you may think your rights and privacy are X when you start your campaign, those rights can arbitrarily change.
Facebook marketing has lots to offer, but approach this particular social media marketing opportunity with caution. As you think about creating your marketing campaign with Facebook, do so with these potential pitfalls in mind. And, it’s vital to diversify your marketing investment across other social networking sites.
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