As someone who runs a niche news site, it's hard to see the point focusing on running a Facebook page anymore. We kind of go through the motions to keep up with appearances, but Facebook is less than 5% of our total overall traffic, and 95% of that portion is all from individuals sharing our content, not from our page directly.
It's just impossible to "bid" on traffic via Facebook and win out over companies that have far bigger budgets, and most importantly feel that eyeballs are far more valuable. A visitor landing on one of our news stories likely is worth less than a few cents. A visitor to a consumer retail site could easily be worth hundreds of dollars. Guess who has the budget to bid big on traffic acquisition here.
There isn't that much real estate for advertisers on FB, and with that it has become incredibly expensive for a media company to grow a legit audience through FB anymore as well.
As a regular FB user though, I think this is an interesting move. I stopped using it to see what my friends are up to long ago as everyone moved to Instagram and Snapchat for their daily happenings. Facebook became a news aggregation service for me, much like Twitter. Might just be my friends, but only a handful are active on the service much anymore with daily updates.
It's just impossible to "bid" on traffic via Facebook and win out over companies that have far bigger budgets, and most importantly feel that eyeballs are far more valuable. A visitor landing on one of our news stories likely is worth less than a few cents. A visitor to a consumer retail site could easily be worth hundreds of dollars. Guess who has the budget to bid big on traffic acquisition here.
There isn't that much real estate for advertisers on FB, and with that it has become incredibly expensive for a media company to grow a legit audience through FB anymore as well.
As a regular FB user though, I think this is an interesting move. I stopped using it to see what my friends are up to long ago as everyone moved to Instagram and Snapchat for their daily happenings. Facebook became a news aggregation service for me, much like Twitter. Might just be my friends, but only a handful are active on the service much anymore with daily updates.