Social media marketing on Facebook has proven incredibly beneficial and even occasionally lucrative for small businesses. But not all small businesses are onboard. In fact, one tech company is decidedly offboard.
That company is Eat24, which recently published a breakup letter
declaring that it would be deleting its Facebook page.
A few highlights from the letter:
• “When we first met, you made us feel special. We’d tell you a super funny joke about Sriracha and you’d tell all our friends and then everyone would laugh together. But now? Now you want us to give you money if we want to talk to our friends. Now when we show you a photo of a taco wrapped with bacon, you’re all like ‘PROMOTE THIS POST! GET MORE FRIENDS!’ instead of just liking us for who we are. That’s hella messed up.”
• "Even if we could figure out your mysterious, all-knowing algorithm, it's constantly changing, so what works today might not work tomorrow. Posting something that most of our friends see is like biting into a burrito and actually getting all seven layers… never gonna happen."
• "All we do is give, and all you do is take. We give you text posts, delicious food photos, coupons, restaurant recommendations… and what do you do in return? You take them and you hide them from all our friends."
• "We made mistakes too. We actually paid for some of those annoying promoted posts. You were all like, 'Dude, you gotta try out promoted posts, It'll help you make more friends and then more people can enjoy your LOLZ.' So we tried it because we loved you. Also, YOLO... And it's true, we got a ton of new likes on our page. Look at all these new friends, we thought. There's a guy in Houston, and this guy in… Bangladesh? And this girl in… Dubai? WTF Facebook!?... Right now we're only in the U.S., so even though we love our new international friends, we'd prefer not to piss them off by showing them a photo of a delicious calzone that they can't even order."
The letter, found here, is actually pretty funny, and gives some good insight into the plight of a many small businesses with limited marketing budgets that want their fans to see their content.
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Facebook responded (sort of) and that’s when it got a little weird. The company’s director of communications, Brandon McCormick, posted a response
Hey Eat24, this is Brandon over at Facebook. I was bummed to read your letter. The world is so much more complicated than when we first met -- it has changed. And we used to love your jokes about tacquitos and 420 but now they don't seem so funny. There is some serious stuff happening in the world and one of my best friends just had a baby and another one just took the best photo of his homemade cupcakes and what we have come to realize is people care about those things more than sushi porn (but if we are in the mood for it, we know where to find it Eat24!). So we are sorry that we have to part this way because we think we could still be friends -- really we do. But we totally respect you if you need some space.
So, if I’m interpreting this correctly, the content that Eat24 was publishing was worth promoting when they had a Facebook page, but now wouldn’t be worth promoting? I’m confused, and wondering whether my own marketing dollars wouldn’t be better spent elsewhere.