Facebook Ads dashboard. Note the social metrics (reach, connections, etc)
Social marketing, blecchhh. Is there anti-social marketing? But that seems to be the term. Facebook Ads have gotten hammered for low-click-thru rates. The bigger issue is, why are you using a hammer when the job calls for a screw? Clicks and impressions are the wrong metric. What Facebook enables you to do is actually connect with people.
Once, long ago, marketing was literally taking stuff to the market and selling it. Like vegetables. That depended on showing up every day, being nice to people and not selling crap. The basics of marketing honestly haven’t changed that much. Facebook just gives you a much more dignified experience of being a street hawker.
What Facebook does not deliver very well is clicks. I discovered that very fast. If I was selling a product or trying to push traffic to an external site, FB ads is probably not the top way to go. If you’re trying to get people to connect to your Facebook Page, read your content and then subtly introduce your product later, then yeah, Facebook is great.
Then there’s a second issue. People compare click thru rates like salaries and they’re really not the point. If you get a lot of clicks from people you don’t want to be connected to, who cares? The client rarely does. If however, you get a low CTR but reach like 10 people that you want to reach, I think that’s a success. And you only pay per click anyways.
As an example, the image above shows something with a very high CTR, my Facebook page. That’s for pushing ads within Sri Lanka. However, what if my ‘business’ strategy is that I want to be read in America? No matter how I target it, I’ll still get a lower CTR there. If that’s my strategy, I’ll just do it. Those are the people I want to reach and that’s the direction I (hypothetically) want to move my business. Strategy should drive tactics, not vice versa.
The broader point I’m trying to make here is that social media marketing is not about the clicks. That’s a metaphor which applies to search advertising, but it’s only part of the issue on Facebook. Facebook is quite clear about this, their dashboard measure Reach (people, not impressions), Social Reach (recommendations, tho not exactly) and Connections (people that like your page or whatever).
It’s not how most ‘marketers’ think of their job, but most marketers have mistaken tactics for strategy. Clicks are important for the tactic of search ads or building traffic, but people are much more relevant to the actual strategy of doing whatever you want to do.