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The harm is coming from Second Floor Music chasing the wrong metric: advertising to get followers as if having more likes was valuable in and of itself. Over th
by msabalau 11y ago
The harm is coming from Second Floor Music chasing the wrong metric: advertising to get followers as if having more likes was valuable in and of itself. Over the long term, Facebook advertising is only useful if it builds a brand or prompts a direct response. Facebook may opportunistically make money in the short term by taking money from people looking to push up a vanity metric, but presumably they aren't addressing the fake follower problem because paying for followers isn't a sustainable business, or core to how they'll make money over the long run.
- bronzetini 11y agoHi Msabalau -- Building a Facebook page is an important part of building our brand and engaging with users to nurture leads -- not only to convert in the short-term, but to build long lasting relationships. It's especially important for us because our products are simple digital downloads that go for as little as $1.50 each, so we need lifelong customers. We did not buy likes and I am not concerned with how many people like our page. I'm concerned with our engagement rate and reach -- which is (now) phenomenal. In the campaigns I have administered (after the incident that the article reported), I've created carefully targeted campaigns with high-quality copy. The New Republic article, however, discusses our first campaign, which was unfortunately low-quality and poorly targeted. Instead of learning that we hadn't created a good ad by seeing bad engagement, we learned by having our page overrun with fake likes who could not be removed. That's not a typical response for an ad buy, which is a real problem with Facebook's system. Thanks for reading the story! Rachel Bronstein, Web Editor, Second Floor Music