When Facebook Research Asked Me About Pages And What I Wished I Could Say

Facebook Survey EmailYesterday I received an email from Facebook Research requesting that I complete a survey to provide my thoughts and views on Facebook Pages. At first I was excited to be able to tell them what they really needed to hear. Quickly my hopes were dashed as the questions were largely irrelevant to the actual issues facing Facebook users and especially marketers.

After some cursory questions about how often I am on Facebook and a range of options for how many pages I like the survey stated – “we’d like to ask you some questions about Facebook pages. ” Given the recent discussions about the substantial problems marketers are encountering with the controlled reach and paying for boosts and ads, I thought maybe they were starting to hear the noise and potentially interested in getting real input, so I made my selections and clicked next.

In this series they seem to trying to determine the emotion behind a page like. The questions are structured in a way that doesn’t allow the answer to actually get to the core of their reasoning however. Based on the way the question was structured, I was forced to select the most extreme options for options two and three.

FBSurvey1

In the next question series appears to be trying to figure out how to increase the number of likes on pages and how easy the respondent feels it is to find pages.

FBSurvey2

This question really requires context and comment fields to really provide proper feedback. Another indication that the survey was not really trying to understand pages and users input. How could you answer whether Facebook pages post high quality updates?? The question is so general. Some do, some don’t.

FBSurvey3

To me, this next question was full of duh moments and then hyper news and local focused. A clear trend that we are going to continue to see in our newsfeeds. News and local…

FBSurvey4

The second to the last question finally got down to some important matters. Clearly they are trying to determine their algorithm acceptance with respect to the levels of different kinds of content in the streams of users.  My answers specifically attempt to get the message across that there is a substantial dissatisfaction with content coming from Pages and Brands I like.

FBSurvey5

I missed the screen shot of the last question and was unable to go back to it. The final question was:

How satisfied are you with Facebook pages:

My answer was – Very dissatisfied

What I wished I could say to Facebook:

Facebook Flies on the wallIt is my opinion that Facebook is making a very grave error with their business and revenue models. They are alienating their page owners by dramatically restricting their ability to reach their fans any longer without constantly paying for boosts and ads. I do not fault Facebook for their desire and frankly need to become a business and scales revenue, however I do completely disagree with their method of doing so. The average SMB (small or medium business) is not going to keep paying for something with diminishing returns, nor should they.

By restricting the previous value of pages to marketers of all sizes, Facebook is setting the stage for a collapse of the Facebook page model and pushing both users and marketers to other platforms, not to mention opening the door to competitive platforms to fill the hole Facebook itself has created. Facebook needs to quickly realize that what they are doing will eventually lead to even larger brands and social media agencies and marketers to abandon the page model and THAT will result in a mass exodus of everyone else.

I previously wrote about a better revenue and results model that Facebook should implement that addresses all parties concerns. Read:  Solution To Facebook’s EdgeRank, Revenue And Stock Price Issues for my insights on this issue way before these changes started to take hold.

What are your thoughts on how Facebook is managing revenue and page reach?

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14 Comments

Filed under Agency, Content, EdgeRank, Facebook, Fanpage, Marketing, Results, Social Media, Social Media Management, Social Media Marketing

14 responses to “When Facebook Research Asked Me About Pages And What I Wished I Could Say

  1. Hear Hear! I got the same survey and felt like they were just trying to justify a change they’re planning on making…

  2. Great post, Robert. I got the same survey and couldn’t help but find all of the questions very skewed. As I took the survey, all I could think was that the “consensus” they were hoping to get would be bad news for marketers or at the very least, the pocketbook of marketers!

    • A company is doomed when the leadership get what they want to hear, not what they need to hear. I believe everyone within the Facebook organization is doing just this, including their research partner. The end result of this for any business is disastrous!

  3. Bravo Robert! I couldn’t agree more and I hope that this particular blog is tweeted and ReTweeted as many times as it takes for however long it takes to make an impact and be heard by the team at Facebook. However, I’m speculating when I suggest that the shareholders are dictating what’s being done in the way of monetizing Facebook and that the people at Facebook have little say. But we’ll never know, will we?

  4. I’m a start up business paying for reach on Facebook pages and my simple desire to target an occupation is unachievable. Wouldn’t this be Marketing 101 to be able to select key criteria that is publicly available on users profiles? I’m throwing millions of darts in the hope the one or two hit the mark, so my spend on Facebook is kept to an absolute minimum.

    • then you should be focusing on another social platform and/or use a proper social media marketing strategy based on solid social media tactics that does not require ads…

  5. Pingback: Facebook Announcing Plan To End Pay To Play For Pages – A Dream? | BundlePost

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