Reeling off a year ripe with controversy surrounding profile privacy, Facebook had a lot to contend with as it entered the new annum and the wheel is still turning today as they try to appease both shareholders and the most important stakeholders – the end users. And no, we’re not going to rehash the significant changes to business page advertising that occurred in January. You can review those updates here. Instead, there are enough stories taking place here in the late spring season that will ask your business to do things differently for the rest of the fiscal year and beyond. Let’s review.
Facebook has been in the news a lot over the last year, and to be honest, most of the press hasn’t been good, especially as it applies to member data and privacy. Still, it remains to be one of the most effective advertising platforms for small and medium businesses alike given the strength of its user targeting initiatives. Yes, the same targeting that has users concerned about their privacy is a highly effective means to reaching your, well, target audience. But with all of the controversial hubbub around this online hub of social activity, does it still make sense as an advertising channel for you? Short answer, yes.
Over 2018, Facebook advertising has evolved as a response to user backlash over their highly effective methods of collecting user data and tailoring the most relevant ads possible. And this is really what makes the conversation so interesting. Look at it this way, users are going to see ads no matter what, so wouldn’t they want ads to be more relevant to them? Of course they do. Let’s say someone has a Facebook activity history that has them visiting pages and engaging in numerous discussions about Hawaii. Wouldn’t they prefer to see an ad about discount flights and hotels for Oahu over Fort McMurray or Yellowknife?
All that’s left for Facebook to clean up, is transparency. And that’s what they have done, and are continuing to do, which ultimately clears the way to earn user trust in both their platform, and your advertisements. Let’s review what’s been done to accomplish this task, and what you can expect more of in 2019.