Quite honestly, he was not the first one to share that problem. And quite honestly, it is not a unique problem. What I have concluded is that Facebook business page owners would have to accept that there would be large quantity followers who may never become consumers of their products in their entire lifetime. Worse, they may not even spread a good word about the product. That may be a shocker for quite a few brand managers in our country where the success of Facebook marketing is invariably defined by the number of likes, comments and shares. Well, there’s a lot concealed behind the stats too. And that is the most important. Agreed, it is almost impossible to profile users on your business page, neither a brand will change its communication for an altered audience. In essence, the brand communication has to remain the same.
Targeted advertising, overrated and not frequently upgraded, may convince the advertiser that he will capture target audience suited for the brand. But that’s not true. While brands need to target on Facebook, they should, rather must, know that the ads will also invite audiences out of their radar. Let’s have a look at an interesting example. Audi India has 680,000-odd fans, while Audi India sells some 2600 cars in a year. The percentage of users that will never buy an Audi is anybody’s guess! But I have a feeling that Audi knows that. They know they are not speaking to everyone.
The non-statistical side of Facebook and other social networking sites is also its uncertain side. Somewhere down the line, brand owners (especially tight-budgeted SMEs) will notice this more microscopically. I hope Facebook takes a lead and breaks open a solution. Amen.