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Facebook Page URL’s In Advertising

Posted by Michael Bloch in web marketing (Saturday April 21, 2012 )

I saw a TV ad the other night that featured a company’s Facebook page address, but not their own domain. I’m not sure if this is such a good idea.

Many people have a Facebook profile. If they don’t, they probably know what Facebook is – so my concerns aren’t a question of awareness; they are more of a “Murphy” nature.

Murphy’s Law dictates that anything that can go wrong will go wrong. It’s wisdom to live by.

It’s been a long time since I’ve seen Facebook down or inaccessible from where I am; but site-specific connectivity and Facebook itself are not immune to Murphy’s Law.

Lets say you spend a bunch on advertising and for whatever reason are making your promo a Facebook-only special and only displaying your Facebook URL on copy. What are you going to do if at the critical moment; your profile isn’t accessible? Are you going to call Facebook to fix the problem? Unless you’re a multi-national with connections within Facebook, good luck with that.

What if people can’t remember your Facebook URL?

Relying on people to remember your company name in a Facebook disaster scenario is probably not the wisest strategy either; even more shaky if a search on your company in Google doesn’t bring you up as no.1 – which can happen; particularly if your domain name consists of generic keywords.

I’m not saying don’t run Facebook promotions, I’m suggesting you make your own domain name as prevalent in advertising as your Facebook URL. Hedge your bets.

If you run a summary of the special on your own web site and things go pear-shaped there, you’ll likely have your web host’s support crew to yell at or your tech team onto it in a flash to fix.

Facebook being down for any length of time would be a rather unusual and cataclysmic event – but so are killer tsunamis; and they certainly happen.

Don’t let a good chunk of your advertising budget possibly be wiped out by being too Facebook-centric.


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