After Two Years of Scandal, Does Facebook Still Matter for Social Media Marketing?

Unless you’ve been living under a rock, you know that
Facebook’s reputation has taken a serious beating these past two

The carnage brutalized the company’s share prices through 2018
and early 2019, despite a recent recovery that’s led
many analysts
to proclaim that the worst is over. Perhaps more
importantly, Facebook lost millions of active users amid cascading
scandal, and has since embarked on
an expensive advertising campaign
to win some back.

With Facebook temporarily weakened, competing social media
platforms pounced. Relative upstarts like Snapchat have deployed an
impressive array of new tools for serious business marketers,
edging in on ground formerly dominated by Facebook. For businesses
wary of Facebook’s reputation struggles — not to mention the
company’s very real data privacy issues — it’s worth asking
whether Facebook remains a suitable advertising partner.

The short answer is: Yes, it does, because Facebook remains an
indispensable social media platform. You’re simply not going to
encounter the same broad swathe of active users on any other
platform. If your business relies on more than a handful of narrow
audience niches with other stomping grounds, you’re almost
certain to leave money on the table when you close up shop on

Why Facebook Still Matters for Social Media

Let’s explore eight reasons why Facebook still matters for
social media marketing, and why it should still probably have a
place in your company’s own social media strategy.

1. It’s Still the Place to Go for Authentic,
Community-Driven Conversation

Facebook remains a vital hub for authentic, community-driven
conversation. The Facebook page for Freeway Insurance
is one of countless examples of business pages where organic
conversation is the norm, not the exception. There’s no better
way to convince your prospects that you “get it” than by
investing in authenticity, and Facebook is a fantastic place to

2. Its Active User Figures Are Off the

Facebook appeals to a cross-section of American society.
Virtually every major demographic group is represented in numbers
here, with hundreds of millions of active users (those active on a
weekly or monthly basis, if not more) represented in the United
States alone. Globally, Facebook
literally has billions of users
. There’s simply no better
social media megaphone.

3. It Has a Better-Than-Average Suite of Marketing

Facebook is the place to drive organic conversations, to be
sure, but it also boasts a superior suite of marketing tools for
marketers looking to juice engagement and conversions. 

of more than a dozen powerful Facebook marketing tools
is just the start. With so much variety, even the most
sophisticated marketers can find what they’re after on the
world’s most popular social media platform.

4. Its Domain Authority Is Super High

Facebook’s Domain Authority
— in generic terms, its SEO potency — tops the charts, along
with other blue-chip web properties like Google. Simply creating
and regularly updating a Facebook profile is one of the best SEO
moves you can make for your business, particularly if you lack the
cash to invest in expensive paid search campaigns or hire an army
of writers to create high-value, search-optimized content.

5. For Video, It’s Almost As Useful As

When it comes to video marketing power, Facebook is a close
second to YouTube. Given YouTube’s vast reach and high household
name recognition, that’s saying something. If you’re not
cross-posting your YouTube videos on your Facebook account,
you’re missing out on the non-overlapping portion of your
audience — a share that’s greater than you might think.

6. It’s Easy to Respond to Engagement (Without

Responding to Facebook engagement is as easy as picking up your
phone and opening the Messenger app. What’s nice about having a
fully fleshed-out Facebook profile, though, is not having to be too
available. Simply post your business hours on your profile and
you’ll make clear to prospects that you’ve got open- and
closed-office hours. The same can’t be said for always-on
platforms like Snapchat.

7. Interpreting Facebook Engagement Metrics Is Second

Facebook doesn’t just have the best suite of social media
marketing tools this side of anywhere. Its engagement metrics are
also easy for non-experts to interpret, and Facebook actually has a
robust support staff available to help make sense of numbers that
aren’t so clear. Say goodbye to daunting analytics, and hello to
a brave new world of advanced DIY marketing.

8. It’s Fun and Intuitive to Use

Speaking of intuitive, Facebook itself is an absolute breeze for
business users. Recent redesigns have transformed the platform into
a truly accessible, user-friendly product that facilitates serious
engagement and delivers meaningful information value. Facebook’s
reputation may have taken a hit, but the fact that it’s no longer
a chore to use has to count for something.

Like It or Not, Facebook Still Has It

For better or worse, Facebook remains an indispensable marketing
platform for businesses of all stripes.

If your business advertises at all and it’s not using
Facebook’s marketing capabilities, it’s in a distinct minority.
And it may be leaving money on the table.

As you know full well from your own experience as a business
owner, it’s important to do business with companies whose values
you respect, whose goals align with your own. You don’t want your
money to end up in the wrong hands.

But you also know full well that business owners must balance
moral imperatives with fiscal duties. You owe it to your
business’s bottom line — not to mention the employees who rely
on it for their livelihoods — to pursue all reasonable marketing
avenues that fit within a coherent outreach strategy.

Anyway, Facebook has made real strides to clean up its
reputation and retool its internal operations since the first
rumbles of scandal broke in early 2018. If the social media
behemoth wants to do right by its own bottom line, it’ll redouble
those efforts in the future.

Just be sure to stay abreast of the numerous changes Facebook is
bound to make in the months to come. As we’ve seen, some of those
changes have precipitated what’s for all intents and purposes a
fundamental shift away from the platforms early-2010s incarnation.
Look for more along those lines, and be prepared to shift your own
marketing strategy accordingly.

The post
After Two Years of Scandal, Does Facebook Still Matter for Social
Media Marketing?
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Source: Marketing Blogs
After Two Years of Scandal, Does Facebook Still Matter for Social Media Marketing?