Tech billionaire and Dallas Mavericks owner Mark Cuban says he is fed up with Facebook and will take his business elsewhere. He’s sick of getting hit with huge fees to send messages to his team’s fans and followers.
“We are moving far more aggressively into Twitter and reducing any and all emphasis on Facebook,” Cuban says, via email. “We won’t abandon Facebook, we will still use it, but our priority is to add followers that our brands can reach on non-Facebook platforms first.”
Good riddance, Mark. I’ll add your name to the list of brands, businesses and celebrities who have this unfounded entitled attitude that those users who “like” your page are yours to do with as you please. They’re not, asshole.
“I think this is a reflection of Facebook searching for more revenue since going public and the more it costs to reach followers on Facebook the lower the value to the brand of being on Facebook.”
Sure, Facebook would definitely love the additional revenue but they have a much more important thing to worry about: user-to-noise ratio. No amount of money in the world will matter to Facebook if people start fleeing their platform en masse (like Myspace) when their feeds become so bogged down with promotional crap.
Seriously, it’s bad enough as it is now. Mark, you want to make it worse?
Come to the realization that the basketball team isn’t at the center of Mavericks fans’ universe. Sure, 2.3+ million of them “liked” your page, but do you really think each and every one of these people want to see seven fucking posts a day about the team? They don’t.
“I realize that Facebook has never given 100% user coverage to followers of a brand. However it now appears that to extend beyond minimal reach is going to cost brands more money.”
And we’re all glad, for the sake of everything holy, that it will. I know people who have “liked” hundreds upon hundreds of pages. Shit, I’ve liked 94 of them myself. Does that inherently mean that I’ve given my explicit permission for these pages to have unfettered access to my news feed at their whim, no matter how trivial, non-targeted or irrelevant it is to me at the given time? Hell no.
If you want to interrupt Facebook’s users (which is what they are, not yours) with self-serving bullshit only for the best interests of your brand, pony the fuck up.
“Brands have invested in getting consumers to like their Facebook page with the presumption that every like is created equal, that the brand can reach the user easily. That is not the case.”
The definition of ‘presumption’ – an idea that is taken to be true, and often used as the basis for other ideas, although it is not known for certain.
Just as I’ve ranted about before, you can’t blame Facebook for reneging on a value proposition it never actually stated in the first place. Can someone please find me one instance where Zuckerberg & Co. ever claimed that building your “likes” equaled a platform of easy, no-barrier access and 100% reach for your brand or business? I’m still waiting.
“I think the disconnect is that not everyone realized that they didnt allow 100% reach. I bet if you asked anyone who has subscribers if their posts reached 100% of their subscribers, they would say yes unless they have seen the dollar box for promoted posts show up.”
Great. The “ask anyone” argument. I’d expect more from an accomplished businessman than fifth-grade logic as empirical evidence of a fact. It’s the same fallacy that duped the Romney campaign. Just because you’re talking to a bunch of ignorant executives – those who wouldn’t know the difference between Edgerank and Edge Shave Gel – that are under the same delusion, doesn’t make it true.
Who the fuck invests millions of dollars in an advertising or marketing campaign without knowing how it even works for sure? Apparently, Mark Cuban does…
“And let me add, I’m not trying to come off as some Facebook expert. I’m not. I have a bunch of little companies via SharkTank and other investments that use Facebook in the normal course of business. They shouldn’t have go to great lengths to figure out the nuances of Facebook audience reach. That complexity, IMHO, will come back to haunt Facebook.”
Really, it’s that complex? Post shit that people give a fuck about. That’s it.
If you do that on a regular basis, expect the reach to be high. If not, then it’s time to pay the piper for that privilege of annoying us. You don’t need a social media guru to understand this. You just need a seventh-grade education – which apparently Mark Cuban doesn’t have.