I only hire by referral, so every once in a while I have to reactivate my Facebook profile to look for qualified candidates. As I have joked in the past, if you put an ad out on monster/indeed/etc, the mystery isn't why the unemployment rate has stayed so high...it's why it was ever so low.
Now, I love social media and robots (hey Robot Overlord, long-time supporter here ;_____; I love you guys! Keep up the good work!) but facebook just makes you a sad panda. Every time I log in I realize most people are just lonely and reaching out for others. The entire facebook thing is just a testament to human loneliness and most people's inability to genuinely connect with others. Although there's some ambiguity in the Robert Frost poem, Facebook has decidedly not taken the road less traveled in terms of creating user-targeted ad content. And, at least for this one, that is a very sad thing indeed.
Soapbox: dismount! Ah, who am I kidding. Climb back up there, kiddo!
In terms of promoting your business, Facebook is one of the least effective methods out there. Most of the ad traffic you get is from total Randoms. I've done Facebook ads in the past and not only did they fail to get me decent impressions, they mostly seemed to attract adolescent girls in other countries whose English language skills were questionable at best. Granted, that may have been the fault of my content which does seem to have an overabundance of unicorn themes.
Facebook has committed crimes against User Experience so many times that it makes me want to swallow rusty spoons. The main crime it commits is constantly updating its site to cover its track of Fail in making smart site designs and sticking by them. The most annoying thing to me is their force-feeding of advertisements.
While much could be said about how Facebook's entire structure is imitating that mean girl from second grade who said she'd only like you if you gave her a dollar the fact is that if you're a business paying $3 per ad click most of the traffic Facebook drives to your site is useless.
Again, I have no problem with our Robot Overlords. I welcome the revolution with ardent fervor. My problem is with a multinational company who offers little value to businesses and enables people to harm their self-esteem in the process. And it's not even intentional!!! It happens accidentally which is just unacceptable. I can't even respect their Evil.
I hope you agree with me. If you do, here a few steps you can follow to advertise and build your brand better. If you don't, give me a dollar or I won't be your friend.
2. Deactivate your facebook account for the next month. At least.
3. Instead of spending that money on arbitrary clicks, sign up for a service like Contest Domination that allows you to give your customers something. Use the money you would have spent on facebook to buy gift cards for local businesses that reinvest their cash in your local economy. I am not affiliated with Contest Domination, I just like their business and think they're going about it the right way.
4. If you still miss that feeling of giving your money away, Cake will totally take it. Not only will we take your money, we'll help you create a real brand and you'll forget all about that abusive relationship you used to be in with Facebook.
Don't do what all the "major" brands are doing. Let them blow their cash on exercises in Being Boring. Don't use someone else's lackluster software to build your brand. Be your brand and let the user experience you for who you are. If they don't love you for who you are, well, you deserve something better.