The post Mark Cuban wrote last week about Facebook really resonated with me. I can’t get these words out of my head:
People go to Google Search with every intention of leaving it. They want to “engage, click an
Cuban was actually ranting about Facebook’s new policy of charging brands to reach the followers they’ve worked hard to collect, but that’s a different story. What I can’t stop thinking about is:d leave”. On the exact opposite side of the spectrum, people go to FB with the expectation that it is very likely they will stay on FB for an extended period of time. In fact we spend more than 26 minutes per day on FB. As this study said, FB is an alternative to boredom. FB is far more like TV than it is Google Search.
If Facebook is like TV, should our Facebook ads act more like TV Ads?
I disagree with Cuban that Facebook is just a time-waster; people spend time on the network to connect with family and friends, for entertainment, for product reviews, political discussion and for a zillion other reasons. We ENGAGE on FB; it’s a whole lot more than just plunking your rear down in front of Jersey Shore for some good old fashion television escapism. Watching TV is a passive experience, unless you’re in my family and you enjoy shouting at Jeopardy.
But Cuban’s right, using Facebook is not the same as searching on Google. Your Facebook follower is not on the network to seek out a product; flashing PPC ads won’t work – they’re far too intrusive.
So, if we agree that a Facebook user is engaged and interacting, unlike TV, but not specifically ‘shopping’ for something, like someone using search, how do you craft an effective post to grab their attention without being annoyingly intrusive? And that is the $64,000 question.
The answer: differently than either TV or PPC. I know, some help that is, right?
It’s a difficult question to answer because there are a whole host of additional questions that have to be answered before you even begin to get creative:
- Who is your target customer?
- Are they on your page?
- What other networks do they hang out on?
- What problems can you solve for them?
- What are their biggest complaints about what they’re using now?
- What have they reacted to positively in the past?
- What pisses them off about Social Marketing?
Creating any effective ad is tricky, difficult work. Crafting an effective one for Facebook can be even more complex because the space is still so new and ever changing. The honest answer is that you really have to know your customer to get it right.