Is Facebook Killing Other Digital Assets?

15 Mar

fbkills

A few days ago I got into a conversation with the sales head of an entity – this is a platform that operates in what i would say is still a niche. It started as a blog, but now has contributory content from many authors – some paid for, mostly free. Fairly wide coverage across segments, nice viewership numbers – which the team actively tracks as metrics.

Now they have the next step in front of them monetization – They are chasing the obvious like sponsorship and advertising by brands, apart from other more interesting ideas.

But, the question that this guy asked me is:

If you are a brand, why would you not buy facebook advertising – where you can get access to an immensely wider reach, a much wider demographic, arguably higher engagement…Don’t forget, even for this entity, 75% of their discovery comes via facebook – which is probably true nowadays of most newer digital assets.

Ofcourse, much has been written about why companies should keep their blogs rather than just go for facebook pages alone – here’s a neat infographic on this. Prime reasons are – control of content, better engagement of a type, higher relevance, better chances at showing thought leadership rather than mere snippets (so different content types as well). All these make sense.

Ofcourse, as a counter, there are apps – that pretty much work as content platforms now (the mother of all content platforms being arguably wikipedia), including those on Facebook. Actually, honestly twitter more than facebook works better as a local – intact hyperlocal – content platform, though with the changes to the newsfeed, facebook will come closer. But see, publishing houses such as the Guardian are choosing to evict those – read why here

And then there’s the argument against websites of how video is the big gorilla in the room now – look at these amazing stats, and facebook aids the video wave.

But this sales guy’s point was not so much from the brand/ company’s point of view, but the advertiser/ spender’s – who is viewing website vs facebook as media channels not necessarily content ones.

I do think if the advertising/ sponsoring brand is serious enough to want to own proprietary content – remember in the digital world content is king – it shouldn’t rely on Facebook – for the same reasons as owners of the content shouldn’t rely on FB alone! There is something to be said for acquisition of eyeballs in an uncluttered/ controlled environment after all. Ofcourse they will also get the concomitant facebook page – so you do end up “going where your targets are” – the classic win for facebook, apart from “taking targets to where you want them to go”.

What’s your take?

Read also related earlier post here

Advertisements

One Response to “Is Facebook Killing Other Digital Assets?”

  1. wendynewell March 16, 2013 at 1:23 am #

    I agree. I think Facebook alone is not the answer. I do think pure old school advertisers are still struggling with the media mix that includes not only paid advertisements (on Facebook for example) and content based solutions (on page, blog, etc.). Even more importantly how to marry these so that they weave into each other.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: