Always start at the start.
#1. Facebook LOVES businesses.
Ol' Zucker is NOT out to get you. I swear. Businesses - and their advertising dollars - are what make the Facebook World go 'round. Ad Dollars are what make Facebook a global platform that is free for users. Which, in turn, allows Facebook to collect more Ad Dollars. Dig?
Now. In order for Facebook to REMAIN a place where users want to spend their time, Facebook MUST do whatever it can to make its users HAPPY. That's the only weapon it's got against becoming a My-Spaced flavored, Friendster-shaped bullet to the social landfill of Remember When.
In fact, nearly every change Facebook makes to its algorithm (that's what determines which posts show up in your news feed), is done to make the user's feed more enjoyable.
And we know what users enjoy. Interesting, share-worthy, original content.
'Cause it ain't your sales pitch. So the news this week that Facebook will be penalizing unpaid promotional posts is not exactly a groundbreaking revelation. Nor should it be surprising that Facebook is also making it easier for users to MUTE your boring posts.
#2. Facebook Collects All That Data For YOU.
So you know how every couple of months, your feed lights up in mob-like fashion to decry some new privacy change? Those people are panicking because it just occurred to them that Facebook is collecting data about their behavior while on social media.
Much of it is conspiracy-level stuff. Which is, I suppose, an inevitable product of our technological times. But still no more surprising or less silly than the viral emails my mother-in-law STILL forwards. (Seriously, Snopes will keep you from sharing stupid shit. Use it.)
Lookit, Facebook collects data about user behavior for TWO REASONS ONLY:
See? Facebook is NOT the devil. I'll prove it to you!
In a word, the store collects data so that it can be more efficient and make you happier.
Is this messing with your head yet?
Umm.... Because your credit card company does it too. Yep. AND your Internet provider.
Oh, you didn't know?
Aha! Now, do you want to know how lil' ol' ME knows all this stuff and you DON'T?
Because I'm advertising in Facebook.
#3. Facebook has amassed one of the most sophisticated consumer-behavior data banks on the planet.
That's right. When I place a Facebook Ad through Power Editor (I'll explain this in a sec) I have access to - not only the data FB has collected about you - but ALL of your online and purchasing behavior.
And it's advertising gold to you, too!
Because the joys of FB-stalking your nemesis from college or gushing over your deployed brother's new baby pictures for free online depend upon advertisers, Facebook will continue to evolve itself to please BOTH.
This is the very definition of a symbiotic relationship!
If you're still reading, that means you're not busy tearing up your Grocer's discount code, putting on a tinfoil hat, and deleting your Facebook account.
That's good! Because if you're still here, I need to lay one more nugget of knowledge on ya.
The Full power of all this Facebook data is only available through Facebook's free Power Editor tool.
But just because Facebook is giving us access doesn't mean they're making it easy.
Navigating Power Editor - once you find it! - is like crawling through an error-message minefield.
Or backpacking through the Amazonian jungle.
Let's just say that it's not a DIY project. You WILL likely need a guide. (Or a lot of patience, money, and time to blow). I have personally invested 7 months, created 38 useless Ads, and encountered 67 error messages just figuring it out.
Still, if you're inclined to climb that mountain for yourself, there are two blogs to follow - Jon Loomer and Claire Pelletreau.
Do you HAVE to advertise on Facebook?
No. But you definitely SHOULD.
Facebook Power Editor is now the most powerful - and affordable - advertising resource we small businesses have ever had at our fingertips.
And these days, that's no small advantage.
Learn FB Ads the Way the Pros Do!
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