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Dear Corporations, Delete Your Facebook Page – Entrepreneur

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Opinions expressed by Entrepreneur contributors are their own.

Let’s start with a quick pop quiz: Does your brand’s Facebook page routinely roll out posts that generate next-to-no engagement? Do you sometimes question whether your target audience is seeing your Facebook posts at all? Do posts on other social platforms perform considerably better than the identical ones on FB?

If you answered yes to any of these, you should delete your Facebook page. 

Conventional wisdom is that every business should be on Facebook, sharing content and connecting with customers. But the conventional wisdom is wrong.

Let’s start by flashing back to ten years ago. LMFAO’s “Party Rock Anthem” is the top song in the country. Planking is a popular meme. And businesses of all shapes and sizes are scrambling to get on Facebook and start posting killer content.  Believe me, I was there, and the messaging was inescapable. Facebook could do everything — build connections with current and prospective consumers, launch viral promotions, improve SEO. Why, you could scarcely afford to not be on Facebook.

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But times have changed, the memes have gotten better and Facebook isn’t the platform it used to be.

This is most evident with organic reach, which Facebook defines as “how many people you can reach for free on Facebook by posting to your Page.” Reach started to plummet in 2012 when Facebook unceremoniously reduced levels to about 16 percent — meaning that if your page had 100 fans, only 16 of them were seeing your Harlem Shake video. And by 2014 that number was down to 6 percent, according to analysis at the time from Ogilvy.

Much has been written about the decline of organic reach, and the consensus is that paid posts are just the way the game is played — especially when you’re trying to build an audience on the platform. But that just leads to a larger question: Are Facebook users really an important audience to you? You can certainly respond by saying, “Everyone who is part of my target audience is on Facebook, so yes,” but are the hypothetical users you’ve got in mind really there to engage with your brand content? 

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I could point to different reports detailing Facebook’s changing demographics and user trends, but I suspect your own personal experience on the platform offers a more compelling case. When did you last like a brand page? When did you last engage with brand posts? When did you last invite your friends to like a page? 

So many of us are out there cooking up daily posts that only get a handful (literally — five or fewer) reactions and zero comments or clicks.

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Related: Multiply Your Marketing Using Facebook Live

But what about all of the brands that are killing it on Facebook? Hey, I never said Facebook couldn’t work for somebody else. I said it’s probably not working for you. More specifically, I would say that your company still needs a Facebook page if:

  • You’re seeing positive ROI from your Facebook presence (paid or organic). If Facebook is still high on your list of website traffic sources or responsible for conversions, then disregard this advice. It’s not for you.

  • Your target market is regularly on Facebook and engaging with content there. This is true for many local businesses (think restaurants, bars, spas and resorts) and media companies. 

  • You have a lot of positive reviews on Facebook. I’d never suggest deleting a channel that’s giving you social proof.

  • Prospective customers reach out through Facebook Messenger. You want to meet your customers where they are. If they like getting answers in chat, then Facebook on!

Read that list again and be honest — do those bullets describe your company?

Your company absolutely does not need a Facebook page if: 

  • There is no identifiable link between Facebook activity and website or landing page traffic and conversions. 

  • The plurality of comments and reviews you receive on posts are irrelevant or negative. 

  • Facebook management is taking time and effort away from management of more productive channels. 

  • The only remaining person with Facebook admin privileges left the company eight months ago, and you didn’t notice any changes to your digital marketing KPIs.

If any of those bullets hit the mark, then you’re a prime “delete Facebook ASAP” candidate. But maybe you’re still not convinced. Here’s a case for why keeping your current account is riskier than just deleting it entirely, and how you can deploy your social efforts to a more effective platform. 

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Related: 5 Components of a Facebook Campaign That Can Be the Difference Between New Customers and Missed Sales

So here’s the two-part risk angle. First, it’s a bad look to have a corporate Facebook page that appears to be a ghost town, with the aforementioned five-like posts looking like boarded-up bordellos. It’s probably better that your audience not see a post like that because it’s embarrassing — like a vacation post on Instagram that only your family hearts. And if you’re the person running that account, it’s only a matter of time before some executive above you says, “Hey, what’s up with Facebook?” or some eager corporate climber below you says, “Hey, I think I could do a better job running our social channels.”

And here’s the chaser (or risk part two): Ghost town accounts can suddenly spring to life following a negative news cycle. If Facebook is an afterthought for you, then you’d better be prepared to put it front-and-center the minute that New York Times or Politico article you’ve been dreading finally drops. Did your CEO maybe make an ill-advised political comment? A foreign investment end in scandal? If so, I hope you’ve got a good community manager on call who’s ready to respond to outraged Facebook users suddenly finding their way to your last “Happy fourth of July from our family to yours” post. 

Here are some things you can do after you finally pull the blinds on Facebook:

  • Focus on the ‘Gram. Instagram isn’t for every brand, but if your posts are primarily visual, then you’ll find that almost all of the benefits of Facebook can be found on Instagram. 

  • Focus on Twitter. Twitter isn’t for every brand either, but if you’re trying to stand out in your industry or attract the attention of journalists, then it’s a great place to get noticed and start developing relationships.

  • Focus on LinkedIn. LinkedIn is my second home. It’s not just a public résumé. Many profess to hate it, but it’s the single best platform — bar none — for reaching decision-makers in corporate positions. In this sense, it’s the exact opposite of Facebook. 

  • Give away, not close, your Facebook. Perhaps this article has convinced you that your potential customers or clients aren’t engaging on Facebook, but maybe your prospective employees are. Then perhaps it’s time that your team relinquish control of this platform and give the keys to your talent acquisition colleagues.

Related: How to Turn Your Brand’s Facebook into a Marketing Goldmine

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Facebook-Meta Earns the ‘Worst Company of 2021’ Title in This Survey

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Facebook has had its share of controversies this year. The company was under more scrutiny after whistleblower Frances Haugen leaked a series of internal documents.

Facebook parent Meta has been named the Worst Company of the Year (2021) by Yahoo Finance respondents. According to the publication, an “open-ended” survey was published on Yahoo Finance on December 4 and 5, where 1,541 respondents participated. Facebook received 8 percent of the write-in vote, but respondents were seemingly mad about the Robinhood trading app as well. Electric truck startup Nikola, which was named last year’s worst company by the same publication also faced respondents ire.

Yahoo Finance notes, “Facebook has had its share of controversies this year.” Starting in January, Meta-owned WhatsApp got caught up in a huge controversy after the messaging app announced a new privacy policy (Terms of Service). WhatsApp said it would collect user information and share it with third-party apps for a better user experience. However, the app gave users no choice but later made modifications to the policy under pressure. Similarly, the company was under more scrutiny after whistleblower and former Facebook employee Frances Haugen leaked a series of internal documents showing the company’s problematic practices. It was revealed that Meta-owned Instagram had a negative impact on teenage girls, but the company did almost nothing to rectify the problem.

Yahoo Finance even highlights, “At the same time, some critics, including conservatives, say Facebook over-policed the platform’s speech and stifled their voices.” Critics also blame Facebook and other social media platforms for not curbing hate speech that led to Capitol Building riots.

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However, around 30 percent of Yahoo Finance readers said that Facebook or Meta could redeem itself. One respondent suggested that the company could issue a formal apology for negligence and donate a sizable amount of its profits to a foundation to help reverse its harm.

On the other hand, respondents chose Microsoft as the Company of the Year (2021). The Satya Nadella-led company touched the trillion-mark this year and introduced notable upgrades. The most notable is the Windows 11 OS update that succeeds Windows 10.

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Facebook pays 1.7 Cr fine to Russia after failing to delete content Moscow deems illegal

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In the latest legal tussle with Russia over controversial social media regulation laws, Facebook paid 17 million roubles (Rs 1.7 Crore) for failing to remove content deemed illegal by Moscow. With a threat of potential larger fines looming, Facebook parent company Meta, owned by Mark Zuckerberg, is scheduled to face court next week over repeated violations of Russian legislation on content, Interfax News Agency reported. As per the latest updates, the social media giant could be fined a percentage of its annual revenue.

In October, Moscow sent state bailiffs to enforce the collection of 17 million roubles. Meanwhile, as per Interfax report citing a federal bailiffs’ database, on Sunday, there were more enforcement proceedings against the company. Apart from the popular social media app, Telegram has also paid 15 million roubles in fines for failing to comply with the Russian social media legislations that came into force in 2016.

Facebook pays $53k to Russia for refusing controversial social media laws

It is pertinent to mention that Facebook has locked horns with Moscow earlier in November, resulting in it paying 4 million roubles ($53,000) over its refusal to adhere to Russian data localisation laws, the Moscow Times reported. The Moscow court on November 25 had said that Facebook paid the fine levied in February, following which all proceedings against the US-based social media giant. The payment comes against the litigation filed against the company in 2018, alongside Twitter. The tech companies were also forced to pay an additional 3000 rubles ($40) for failing to comply with user data sharing rules as per the law. The Russian authorities have also previously blocked LinkedIn, owned by Microsoft, for failing to abide by the laws.

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Russian social media laws

As per Moscow Times, under the Russian social media regulation laws, all foreign technology companies are required to store data related to Russian customers and users on servers located in Russia. Additionally, the Russian tech companies will also have to share encryption data with the federal authorities as well as record user calls, messages and civil society group conversation records. The apparatus is said to be a severe breach of privacy rights and unfettered back-door access to personal data that could be used to harass Kremlin critics.

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Facebook Messenger Is Launching a Split Payments Feature for Users to Quickly Share Expenses

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Facebook Messenger Is Launching a Split Payments Feature for Users to Quickly Share Expenses

Meta has announced the arrival of a new Split Payments feature in Facebook Messenger. This feature, as the name suggests, will let you calculate and split expenses with others right from Facebook Messenger. This feature essentially looks to bring an easier method to share the cost of bills and expenses — for example, splitting a dinner bill with friends. Using this new Split Payment feature, Facebook Messenger users will be able to split bills evenly or modify the contribution for each individual, including their own.

The company took to its blog post to announce the new Split Payment feature in Facebook Messenger. 9to5Mac reports that this new bill splitting feature is still in beta and will be exclusive to US users at first. The rollout will begin early next week. As mentioned, it will help users share the cost of bills, expenses, and payments. This feature is especially useful for those who share an apartment and need to split the monthly rent and other expenses with their mates. It could also come handy at a group dinner with many people.

With Split Payments, users can add the number of people the expense needs to be divided with and, by default, the amount entered will be divided in equal parts. A user can also modify each person’s contribution including their own. To use Split Payments, click the Get Started button in a group chat or the Payments Hub in Messenger. Users can modify the contribution in the Split Payments option and send a notification to all the users who need to make payments. After entering a personalised message and confirming your Facebook Pay details, the request will be sent and viewable in the group chat thread.

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Once someone has made the payment, you can mark their transaction as ‘completed’. The Split Payment feature will automatically take into account your share as well and calculate the amount owed accordingly.


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Tasneem Akolawala is a Senior Reporter for Gadgets 360. Her reporting expertise encompasses smartphones, wearables, apps, social media, and the overall tech industry. She reports out of Mumbai, and also writes about the ups and downs in the Indian telecom sector. Tasneem can be reached on Twitter at @MuteRiot, and leads, tips, and releases can be sent to tasneema@ndtv.com.

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