October 14, 2017
For the small business user buying the promote feature on Facebook gets expensive. Twitter has given their feature to every user on the platform.
Social media is one of the biggest keys for any small business operating today. In the years gone by small businesses were left with running ads in local papers to get the word out. Now the internet is the best way.
There are literally thousands of articles, blogs and videos directed at small businesses claiming to have the secret recipe for garnering high traction on social media. What they all fail to reveal is… there’s no secret recipe.
With that truth being hidden by these predatory publications, the two social media giants – Twitter and Facebook – are left with the power of controlling that traction.
It’s a well-known fact that Facebook is notorious for reconfiguring and reconfiguring their post release algorithm. Making it harder and harder for anyone to come close to figuring it out, but putting Facebook at an advantage to sell that algorithm to businesses. Its call the “promote” button.
For everyday none business users, when you create a small business page the “upgrade feature” (and I use that term lightly) is a promote button that graciously appears at the bottom of every post. It’s not seen to the end user or visitors to your page, but it stares page admins in the eye. The mind trick of the button is to get you to pay Facebook for the algorithm allowing your post to be seen by your existing customers and potential customers. Looking at it for what it is – some would say this is just a part of marketing. However, it’s actually the biggest wank in US corporate history.
Since Facebook went public in such a flashy fashion the pressure for Facebook to create revenue for its countless stock holders became paramount. Facebook took what made it famous – the ability to communicate information to a large amount of people seamlessly – and put a price tag on it. This doesn’t only effect small businesses but the entire Facebook user experience. Now our walls no longer consist of cute baby pictures and funny videos, they’re filled with ad after ad after ad.
For the small business user buying this feature from Facebook gets very expensive. The average cost to reach 10-25 people is $5 a day. That 10-25 people is an estimate. What Facebook will do, is give you a breakdown of what each impression actually cost you. Speaking from personal experience I have paid up to $2.70 for someone to view a promotion. Furthermore I have no control over the number of impressions, other than paying more for a higher estimated amount of impressions.
Twitter has given their reach feature to every user on their platform. My radio show, blog and other business endeavors see better interaction and revenue from Twitter because it enables its users – rather small business or personal – the control over their content.
Thought recent reports claim Twitter is losing ground to Facebook, what Twitter is maintaining and gaining is user confidence, especially from small businesses.
Small businesses and start ups don’t have the million dollar budgets to play the Facebook game, so the few coins small businesses do throw at Facebook have an ROI of next to nothing.
In over ten years of owning and operating small business, I have never once seen any benefit from purchasing Facebook ads. It hasn’t made any of my endeavors money nor has it helped in gaining customers. Twitter on the other hand has been the quintessential vehicle for the bulk of my small business success. I have literally taking my performance numbers from Facebook and compared them to Twitter; the interactions, impressions, exposure and reach are 78.9% higher than the paid promotions on Facebook.
Considering that maybe I was doing something wrong or missing an opportunity on Facebook, for over a year I continued to pour money into Facebook ads that resulted in less than 30 new likes and 12 actual page interactions across several different pages. That’s utterly ridiculous. Verses Twitter in a years’ time has awarded me over 2100 new follows, 10,800 profile impressions and countless interactions across several profiles. This article alone will go up on Twitter and have a higher success rate than the post on Facebook.
Facebooks predatory marketing pressure is not for the small business, but many strategist say Facebook is the way to go. A lot of that is based on its total user count. It’s true – there are more Facebook users than Twitter. But often in business it’s not about the total number it’s about the quality and responsiveness of users. Twitter has been my best platform, as well as the best platform for many small business friends.
Look deeply into the eyes of Facebook, you’ll find no reflection for a small business.