The Facebook Business Trap

October 26th, 2010 | Blah Blah, Marketing, Technology, The Web | | 0 comments

There was once a time when it was cool to have your own website address on your advertising. You were progressive. Cool. Hip! Of course, this always leads to “the next cool thing.” Apparently, the next cool thing is currently Facebook. “Check out our Facebook Page!” companies herald on their print advertisements, brochures and on 50 ft. billboards. That’s cool. Just be aware that Facebook is a trend and like all trends, it could end at any time.

Don’t think that your shiny new Facebook Page replaces a good, old company website.  It doesn’t. And here are the main reasons why:

  • You don’t own your Facebook Page.  Facebook owns your Facebook Page. According to Facebook’s user agreement, Facebook asserts rights to the content you post on your Facebook Page.”In addition: For content that is covered by intellectual property rights, like photos and videos (“IP content”), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (“IP License”).”
  • Facebook can terminate your Facebook Page at any time. If your company relies heavily on Facebook as a marketing tool, just know that it could be terminated at any time and you have no recourse.
  • Not everyone is on Facebook. There’s still an “admission fee” to even get through the door at Facebook. Granted, the “fee” doesn’t cost any money, but it does cost some amount of privacy. And not everyone is willing to pay this “fee”. Subsequently, they won’t be allowed into the new, hip social club called Facebook.  If you’re operating the majority of your marketing tactics on Facebook, be aware that you are alienating a segment of your customers.

I’m not a Facebook hater. You’ll see that I check Facebook almost daily. But two of my four closest friends don’t even have Facebook accounts. Facebook provides a great opportunity for marketing growth, but do not fall into thinking it is some magic bullet that’ll hit all your marketing targets.

With that said, go nuts on Facebook!  But don’t neglect your real website because in the end, your real website will alway be there for you. Facebook?  Maybe, but who knows.

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