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For B2C Marketing Professionals

Why Facebook Is Failing Marketers

The Leading Social Network Has Abandoned Social Marketing

October 28, 2013

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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

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