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Posted by Nate Elliott on March 17, 2014
Our declaration last October that Facebook was failing marketers and that brands should focus their social efforts elsewhere created a lot of discussion. To no one's surprise, most of the people defending Facebook were vendors that rely directly upon Facebook marketing for their livelihood.
Just four months later, the debate seems to be over. Is there any doubt now that Facebook has abandoned social marketing, and that its paid ad products aren’t delivering results for most marketers? Consider:
No wonder a B2B marketer told me recently that Facebook’s constant rule changes were “the biggest problem we have,” and as a result they were focusing more of their social efforts on Twitter and LinkedIn. And no wonder a national retailer told me they’re no longer dedicating content resources to Facebook, just reposting assets from more-effective social sites (which for them, perhaps ironically, includes Instagram.)
All these marketers want Facebook to live up to its promise and to become a valuable marketing channel. They just don’t believe it’ll ever happen.