Are you aware of Facebook’s dirty, little secret?

It may help determine what you use the site for (hint: it’s not for selling products).

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Should you use Twitter or Facebook? Most consumer brands use both now, but what is the difference if you are crafting your strategy related to increasing sales?

Twitter is selling and Facebook is marketing.

Facebook is marketing

Facebook brand pages are one of the biggest marketing deceptions in history. You might have millions of fans, but you can’t reach most of them. You can’t call people out. You can’t message them. You must wait for them to come to you.

Pages are much like a big billboard on the freeway, except imagine that the billboard goes blank for 45 of 50 cars that drive by. Your challenge is to get them to come by, but you can only talk to them if they come to your page. It’s a lot like sitting in your store and hoping customers will walk in.

But Facebook has a dirty, little secret: It wants this failure. Facebook never intended pages to be a success for businesses. Brand pages must fail because if they didn’t, Facebook would be out of business. It wouldn’t be worth the dumb money being touted.

Why? Because of Facebook ads.

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