There is definitely something to be said here. Unfortunately, Facebook, being one of the most popular social media networking websites on the Internet is seriously dropping the ball when it comes to professionalism. More and more companies, businesses and organizations are not only joining the network but also creating multiple fan pages, groups and ads. However, there are some serious changes that Facebook needs to undertake so that it is more accesible to the corporate world. As an SEO and Marketing specialist, I find organizing my work and promotions through Facebook more and more frustrating. – WST
By: Rachel Anderson
To be clear, I’m a big fan of Facebook, both personally and professionally. As a 20-something I’m addicted to keeping track of friends and secretly stalking new people I meet.
As a search marketer, I’m a strong supporter of (relevant) business participation as an effective tool for brand awareness and customer engagement. With that said, I’m more than a little disappointed in Facebook’s lack of basic functionality and advertiser tools.
While Facebook offers a ton of great features (demographic targeting, RSS integration, custom tabs, etc) their lack of attention to detail has left the stale taste of missed opportunity in my mouth. Why? Let me explain.
Limited Reporting: I would really love to see more comprehensive options with regards to reporting.
- Reports w/custom date ranges – options are quite limited here.
- Data Mining – considering the gold mine they’re sitting on, this can be improved significantly. For example, I can get a breakdown of age ranges or geographic region for my ad. In other words, I can see the overall percent of 18-24 year olds or people in California that clicked on my ad, but I can’t see how many 18-24 year olds in California clicked on my ad.
- Conversion Tracking – come on people this is not 1998 and we’re in an economic downturn. Advertisers need to be able to measure ROI. Or has this feature been excluded on purpose…?
Ads Manager: unimpressive, to say the least. A more user friendly and accessible UI would be especially helpful for management purposes, and a desktop editor would be even better.
- Access – as it currently stands, multiple administrators cannot access the Ad Manager. The one that sets this up is the only one that can view the reports and manage ads. This is especially frustrating if multiple people need access, or if a 3rd party takes on ad management.
- Inability to Edit Existing Ads – what if I just need to make one tiny change? Facebook gives me the option to edit the ad but a new ad is created to reflect the change. So then you have both the old and new running, must pause the old, and remember to aggregate those performance stats. Unnecessary.
Source: Search Engine Journal
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