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March 11, 2014 AT 11:52 AM
CMOs have been sold on the belief that they must build up a large, highly engaged community on Facebook and only then will they see a return on investment from their social advertising spend. This is true to an extent but it has had the adverse effect of creating a glut of boring, stale ad copy and wall posts that are primarily aimed at generating likes and shares. This outdated model of Facebook marketing does little to drive consumer actions and generate new business. Marketers need to understand that the long-term benefit of advertising on Facebook isn’t purely brand awareness and affinity. It is awareness and affinity plus actual sales.