About this course
For many businesses and organizations, their Facebook presence has replaced their actual website (at least in importance) because people are more likely to interact and receive updates there. Is there a blackout in your city or an emergency in your local area? There’s a good chance the power company or news agencies will be posting updates on Facebook more quickly and consistently than their own websites. Why? Because that’s where everybody is. And you need to be where your audience is. Facebook has done an excellent job of developing an environment where people stay inside the platform. Although links to the outside are easy to create, it’s now just as easy and perhaps more beneficial to keep things inside Facebook. For example, until a couple years ago, most people who wanted to share videos did so by linking to a Youtube video. Today, however, Facebook has made it both quick and easy to upload videos within the platform and has even made it the best option by allowing Facebook videos to autoplay as people are scrolling through their newsfeeds, making this option the most beneficial for people doing the sharing and the most pleasing for those doing the consuming. The result? After years of this sort of structuring and positioning, Facebook users now actually feel more comfortable when they remain inside Facebook. People trust and feel safe with the Facebook interface and prefer to consume content inside of it. Hence the enormous success of Facebook Native Ads. The point is, if you want to market your business or brand in the place where your audience spends most of their time and in a context in which they feel most comfortable (hint: you do), then you need to be marketing on Facebook
