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The End of FREE Facebook Marketing?

The past few months - and the past week in particular - have brought a number of changes to Facebook. Facebook users have been grumbling about 'Timeline'. As HubSpot points out, one effect of 'Timeline' is "The life of a status update is diminishing. Fast." So your content, posted for free, will be seen by fewer of your fans.

Next, Facebook is forcing business to convert to Timeline and thus eliminating landing tabs and like-gates, the mechanisms many dealers used to entice 'Likes'.

The effect of all this is to make your free use of Facebook much less productive. But much like how Google has diminished the effect of 'Free' SEO and placed more emphasis on PPC advertising, Facebook has introduced 6 new Ad Formats saying, in effect, "If you want your content seen and shared, pay us".

What are your thoughts?

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Comment by David Johnson on March 2, 2012 at 10:38am

Ed, I teach dealers to create their Page as a go to page on Facebook. In other words, people go to their Page to find out what is going on, instead of just looking for what is happening in heir timeline. Also, I teach them how to influence their "fans" to talk about them, which helps them to show up in the timeline of the friends of their "fans."

You have hit the nail on the head though. It does look as if Facebook is looking to squeeze marketers for money and as a dealership extra effort needs to be put on engagement. More so than ever before. Remember, engagement is a precursor for brand ambassadorship. 

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