By Keith Tomasek, March 22, 2018
In meetings this week with my clients, the dominant question has been “will this Facebook scandal have an impact on our Facebook campaigns, should we change our strategy?”
Here’s what I’ve been telling folks.
The research firm eMarketer estimates that worldwide ad spending on Facebook will climb 22 percent this year to nearly $49 billion. That isn’t going to change because of the bad news.
Facebook and Google are businesses built on accessing people’s information and selling it. Even car companies are gathering personally identifiable information that could be sold. It’s a business model that isn’t going anywhere, and in fact, all this data gathering benefits my clients who are seeing great results by advertising on Facebook at a price that is much lower than traditional media.
Remember these data points from the Pew Research Center:
- 69% of the public uses social media.
- Facebook usage among all demographics is consistent, with the 50 – 64 demo seeing the most growth in the past two years.
- Facebook is the most-widely used of the major social media platforms, and its user base is most broadly representative of the population as a whole.
- Daily social media usage is strongest among Facebook users.
Therefore for most businesses Facebook is still the best place to be.
Yes, the #deletfacebook hashtag was trending, encouraging people to consider quitting Facebook but speaking on NPR, the University of Virginia’s Siva Vaidhyanathanspoke said: “I don’t think it’s going to turn into a mass movement. Nor do I necessarily think it should. ”
The consensus seems to be that although some people will consider deleting their profiles, most won’t.
Major advertisers have not yet abandoned Facebook the way they abandoned other organizations involved in scandals, but they do recognize change is coming.
Quoted in a report on Digiday.com Alex Miller, founding partner at agency Byte London, said: “Advertisers have a shared responsibility with Facebook and Google to force change.” He’s avocated for “working collaboratively with the platforms” rather than boycotting them.
I’m advising my clients that in the short term it’s best to proceed with Facebook advertising plans and I’m working closely with them to monitor results.
In the long-term, I’m advising them to consider the implications of working with the global behemoth and to be sure to integrate advertising and nurture relationships, with local news organizations, bloggers and websites who form the central nervous system of their local media.
Keith Tomasek creates Facebook campaigns including strategic work proven to drive ticket sales and sell out houses. His Facebook campaign for the Grand Theatre received an International Association of Business Communicators award. He’s a speaker at conferences including the International Ticketing Association, The Association Of Arts Management, Marketing & Development Professionals and the Ontario Professional Ticketing Association.