If I Didn’t Work in Marketing, I’d Delete My Facebook Page
A necessary evil or just another tool?
Yeah, I said it. Why do I have a Facebook page currently? Well, it’s a necessary evil in my daily duties as a digital marketer.
As I work with clients, especially those who still have a target audience on Facebook, it’s crucial that I not only have an account, but also that I keep up with the latest changes, updates, and more to ensure that I’m providing the most up-to date strategy and advise.
I don’t mind keeping up with changes, the shift from images to videos (the preferred video length changes as often as I used to change my hair color) to stories. The usability becomes more intertwined with an Instagram feel, and there’s the push towards a less desktop friendly experience. I can take that.
What I can’t take is the sense of feeling like my usage condones their behavior. Their wanton denial of culpability every single time they get caught with their hand in the data cookie jar. Are they doing enough? Are they only trying to fix things when they get called out on things?
I’m tired of the zoo that has become Zuckerberg, paraded from one governmental testimony to the next, knowing that we have the possibility of regulations, but only at the hands of people who choose not to understand how Facebook really works.
The fact is, when Facebook gets in trouble for their wrongdoings, they self-regulate… they ground themselves. This doesn’t solve the problem. When they get in trouble for users being targeted by political ads, they simply remove those target options to advertisers. It removes access to the advertiser, not Facebook itself.
Instead, you have a platform that would rather apologize than ask for permission… on a global scale. There are still people who believe anything that appears in their feed. Facebook has aggregated responses, so loving or hating content carries more weight. Puppies and politics — the lethal combination to ensure engagement!
Facebook knows what it wants to be. It just doesn’t want to get in trouble for it.
- Facebook wants to be your news source — but it won’t remove fraudulent news/videos
- Facebook wants your video content, but you better only put it there natively or the reach will be squeezed
- Facebook realizes that social media makes us feel lonely so they pivot to focus on groups
- Facebook uses Snapchat as a beta test [copies] for Stories, stickers, you name it
This isn’t to say that it isn’t lovely to catch up with friends, see your cousin’s latest vacation pictures, or find out about a local event, but I feel like we are losing more than we are gaining when it comes to allowing the level of access Facebook has.
For instance, there is a ‘getting to know you’ section that is strangely still available. When it came out last year, I cringed. The questions are ‘meant’ to share information about yourself so your Facebook friends get to know more about the real you like:
- What was your first pet’s name?
- What street did you grow up living on?
- What’s your favorite color?
- Where were you born?
But these are password questions!
I’m not telling you to #DeleteFacebook and I’m well aware that they also own Instagram, but it’s important for the general population to realize that marketers share their concerns about the platform (even more so when we actively see what it’s capable of — especially for ads).
I think it’s important to really have a dialogue about what good Facebook actually provides and how deeply it’s integrated into your life. If you use Facebook to log in to all of your other accounts, you are trading convenience for access. Is it worth it to you?
Does Facebook win because we value access and convenience over security or privacy? But, the company who took your data and had you targeted for fraudulent ads promises to be the next beacon for privacy.
Yes, ‘the future is privacy’, but I’m not sure the future is Facebook.
Can you say goodbye to Facebook? Is it possible to close that door?
It’s a question worth asking.