What makes more sense to you—taking the effort to compile and own a fan database yourself, or relying on a social network to aggregate your fans for you which it can later devalue and exploit for its own benefit?
Seems pretty obvious, right? But many artists and filmmakers—and even corporations—seem content to simply lean on Facebook as their primary fan engagement and management tool. But as Facebook’s recently unveiled plan to emphasize paid advertising on the network over relying on the virality of organic posts shows, the social network doesn’t exactly have your best interests in mind.
According to a Facebook sales presentation obtained by AdAge, Facebook is pushing the concept to marketers that fan acquisition should be thought of as a tool to make advertising more effective. Quoting the article: “In other words, the main reason to acquire fans isn’t to build a free distribution channel for content; it’s to make future Facebook ads work better.”