Fetopolis Find Fault with Facebook Marketing
March 16, 2014
The article titled This $US600,000 Facebook Ad Disaster Is A Warning Small Business Owners on Business Insider Australia tells the story of Kapur Brar, CEO of small business Fetopolis. Fetopolis is a compendium of online fashion magazines with a healthy online following. Until recently, Brar relied heavily on marketing through Facebook, spending $100,000 a day. The article explains why Brar has “fallen out of love with Facebook,”
“He discovered…that his Facebook fanbase was becoming polluted with thousands of fake likes from bogus accounts. He can no longer tell the difference between his real fans and the fake ones. Many appear fake because the users have so few friends, are based in developing countries, or have generic profile pictures. At one point, he had a budget of more than $US600,000 for Facebook ad campaigns, he tells us. Now he believes those ads were a waste of time.”
Strangely, this story isn’t really being told, in spite of Facebook having 25 million small businesses using Facebook for marketing at varying levels of sophistication.
Did the purchase of WhatsApp cause this interesting story to slip into oblivion? The article offers some defense of Facebook- the majority of customers are happy, the payment of Brar’s bill is disputed, and yet it is also true that Facebook does not allow for third party “click audits,” which is standard practice.
Chelsea Kerwin, March 16, 2014
Sponsored by ArnoldIT.com, developer of Augmentext
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