I’ll admit – it seems hypocritical to hate on Facebook so much while simultaneously spending millions of dollars a year on advertising on it for clients.
But the truth of it is that Facebook (and Instagram, which it owns) is where the eyeballs are. It can be extremely effective when you know what you’re doing on it.
That’s why many business owners have moved advertising dollars into Facebook and Instagram. They are chasing those eyeballs.
But what if I told you Facebook is engaging in what appears to be false advertising to get unwitting business owners to spend their precious ad dollars on there? Even if you’re not a business owner – you should be concerned. Moves like this mean advertising doesn’t work as effectively, which drives up the cost of goods and services. Who ends up paying for that? You, the consumer.
Here’s how it’s happening.
Those of us who run pages on Facebook (admins) started getting notifications last year when content is apparently performing really well… and would perform even better if you put advertising dollars behind “boosting” it.
You’ll often get a message like what you see here:
“Get More Likes, Comments and Shares – This post is performing better than –% of other posts on your Page. Boost it to get more great results.”
The problem? The numbers appear to be made up.
Take, for example, this message that a post is performing better than 95% of other posts.
Note that only 599 people were reached. Our average post on this particular page reaches tens of thousands of people. That means that mathematically, this is completely inaccurate.
Fluke? You tell me. Here’s another post on the same page that reached 3,206 people – but apparently is performing better than 80% of other posts. Follow me. A post that reached 599 people is performing better than 95% of posts… but a post that reached 3,206 people is only performing better than 80% of posts?
It gets better. Lest you think I’m making stuff up… here’s a post that had 151 shares and reached 33,708 people at 3:43pm and apparently was performing “better than 75% of other posts”.
But just over an hour later at 4:55pm, when it had 177 shares and reached 42,784 people, apparently it was only performing better than 70% of other posts on the page.
Ok, how about a side by side comparison of two posts that were both apparently “performing better than 65% of other posts” on the same page?
The first one had 17 likes, 2 comments, 2 shares and reached 302 people. The second post had 443 likes, 44 comments, 320 shares and reached 16,833 people.
The bottom line is this. If any other media company was engaging in false advertising and illegal business practices, prosecutors would come down on them so fast their heads would spin.
But apparently if you’re Facebook, you get a pass.
If you’re sick and tired of seeing Facebook screw people over and get away with it… share this article.
Kyle S. Reyes is the founder of The Whiskey Patriots, Chief Executive Officer of The Silent Partner Marketing, and the National Spokesman for Law Enforcement Today. Reyes is also an acclaimed keynote speaker on patriotism and leadership, entrepreneurship and marketing by storytelling. You can follow him on Facebook.