For Marketing Leadership Professionals

Why Facebook Is Failing Marketers

The Leading Social Network Has Abandoned Social Marketing

Why Read This Report

For years, Facebook has teased marketers with its potential to redefine their industry. And considering Facebook's enormous audience, its ever-growing cache of affinity data, and its potential to offer genuine interactions between companies and their customers, marketers can't help but believe in its promise. But Facebook hasn't revolutionized marketing; in fact, it now does little to support social experiences between brands and customers. Instead, it has quietly become almost entirely reliant upon Web 1.0-style display ads and simplistic targeting — and marketers say those display ads just aren't working. This report examines how Facebook's change in focus has failed marketers.
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TABLE OF CONTENTS

  • Facebook Has The Potential To Redefine Marketing
  • The Result: Facebook Is Failing Marketers
  • RECOMMENDATIONS

    Don't Take Facebook Back Until It Mends Its Ways
  • WHAT IT MEANS

    When Facebook Fails, Other Social Sites Will Prosper
  • Supplemental Material
  • Related Research Documents