Like it or not, Facebook has mushroomed into the rarefied heights of the few largest and most visited websites in the world. Whether one may view Facebook as a cancer propagating the trivialization of privacy and personal data; an efficient way to maintain connections among friends and family; a 21st century social media phenomena; or a fad; one thing that is not debatable is that Facebook is popular. And more vitally, it is still growing.
Michael Arrington at Techcrunch posted “The Age of Facebook” today and, among other things noted “The fact is that Facebook is permeating the Web.”
More vital to marketers is how Facebook can help connect businesses to potential customers and clients. Facebook has more demographic information available to advertisers than, for example, Google’s AdWords.
Facebook provides rich demographic data about their users, which is a goldmine for marketers, such as:
- Likes and Interests
- Single or Married
- Education Level
Furthermore, you can pay-per-click, to get your message out, or you can pay-per-impression to place your products and services in front of the prospects most likely to be interested in your offerings.
Of course there is the whole social media marketing aspect available, as well, which Facebook is much more widely known for. (See Social Media Chocolate Strategy for integrating Facebook with other social media platforms.)
The point for marketers is simple: If you haven’t tested the Facebook advertising platform yet, the earlier you do so, the less it will cost, because we can be sure that advertising costs for Facebook will go the same route as Adwords, which has resulted in rocketing ad rates, compared to the Adwords rates of several years ago. And it’s worth emphasizing that I’m referring to “Facebook Ads” and not Facebook as a marketing channel via their social media platform, which, although is effective for some businesses, is not universally as effective and as measurable as direct advertising.
Whether you utilize Facebook as a personal social media platform, or not, it is certainly an advertising platform that is worthy of your testing.