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Paying to Play on Facebook? Promoted Posts are the Best bet
By: Christine Geraci
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Two weeks ago, the science video blog Veritasium diverted a bit from its usual subject matter to bring you the video Facebook Fraud, a scathing indictment of Facebook's advertising mechanism for pages.
In the video, Veritasium channel host Derek Muller asserts that Facebook's page promotion tool is useless, and then provides empirical evidence of how click farms are able to easily circumvent Facebook's fraud algorithms, and pad pages paying for Facebook-promoted advertising with empty likes — the very thing that paying for page promotion through Facebook is supposed to prevent. 
The verdict? Facebook page ads are a waste of money.
I would add that Facebook page ads have been, and will continue to be, a waste of money.
Not everyone will feel the way I do, and that's OK. But please, hear me out: 
We once lived in a time where lots of page likes meant lots of eyeballs on content, which upped the chances of engagement. Thousands of page likes really meant something. But these days, the "like" has lost its value, even on posts themselves. Post engagement is, in my opinion, the real barometer of a page's worth. It's the number of shares, the number of comments, the number of people clicking, liking, commenting, and sharing in relation to the number of people seeing the post. 
And sadly, business pages are being pushed into a corner when it comes to building that post engagement: Getting your content in front of even 30 percent of your audience is getting more and more difficult. So if you're going to pay for advertising on Facebook, the better bet is likely post promotion, not page promotion. At least with post promotion, you're able to gauge how interested people are in your content, whether they like your page or not. 
What are your thoughts on Facebook's advertising mechanisms?

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About the Author
Christine Geraci is the Social Media/Promotions Specialist at MVP Health Care in Schenectady, NY. Connect with her on Twitter @christinegeraci.
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