So Facebook is now going after the 99 percent – those smallish sorts of businesses that would not even think to spend advertising money on a juggernaut of a social media network like Facebook.
Dan Levy, director of Facebook’s small business department, says that the focus has shifted from those who are simply reporting an issue with their advertising to those whose ads are actually under-performing, which is new for the social media network. The idea is to make designing and purchasing those ads more intuitive for those businesses, and Levy notes that while calling each small and medium sized business to help them with their advertising reach can be burdensome, that’s what Facebook needs to do until such a time that the tools are actually built into Facebook that allows the smaller and medium sized businesses the opportunity to refocus their social media advertising more effectively.
There are particular concerns regarding advertising on Facebook for small businesses, where every advertising dollar is strictly monitored and questioned. In short, smaller businesses have neither the time nor the budget to contribute to big advertising campaigns on social media, so they have relied on the free advertising that Facebook has offered via its Pages.
Facebook has now convened a council of sorts to get feedback about its advertising processes. Those on the council include: an equity theater company in New Jersey that intends to spend 30 to 35% of its marketing budget on Facebook; an auction site for jewelry and clothes that operates on the social network; and a Kansas City, Mo.-based plumbing company that spends $300 a month on Facebook. Certainly, when the group met last month, one of the hot button topics that were discussed was how Facebook has trimmed back the organic reach of its Pages, but Jim Donio, president of the Eagle Theatre in Hammonton, NJ, says the council wants to educate the smaller businesses that make use of Facebook about the importance of now paying for that which they haven’t previously.
He suggests that perhaps smaller businesses have been able to leverage their social media presence effectively for the last few years because of the free promotions that Facebook offers through its Pages and now that they have to pay for the advertising, there might be those businesses who don’t believe paying for the advertising is possible. Donio says that these businesses will have to be educated about the benefits of purchasing advertising space through the social media network.
Both Donio and Jeff Morgan of Morgan Miller Plumbing, another council member, want to establish Facebook classes to teach the smaller businesses who may be in limbo as far as social media advertising goes that it does not take a lot of money to promote their business on Facebook.