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Facebook’s Joe Devoy
Facebook has just announced that it has three million SMB advertisers and 50 million SMB pages. Many SMBs have attracted thousands of likes. But “one of the challenges for Facebook in the future is to move away from social metrics,” noted Joe Devoy, Facebook’s Product Marketing Manager for Local Ads, who was speaking this week at LSA16 in San Francisco.
“Local metrics that highlight true business value” is key, says Devoy. While likes are good for the ego (and newsfeeds), they aren’t as powerful as metrics that show new business.
With this in mind, Facebook is re-orienting its pages to boost dedicated traffic and analytics. One of its efforts is “Sections,” which feature call-to-actions and tips centered around shopping and services. Another effort is to boost messaging between customers and SMBs via Facebook’s integrated messaging products. With mobile ascendant, messaging is increasingly he preferred way to communicate with customers,” notes Devoy.
The end result is that Facebook is a very affordable advertising channel for SMBs, says Devoy “You can spend $30 a month on Facebook.” If they get you one call a day, most businesses will be more than covered.
