Zappos sees Facebook Sponsored Posts as a "necessary evil"
Adam Rifkin stashed this in Facebook!
Laura Stampler writes:
Zappos has been working to increase its engagement in the social sphere, for example, it learned to de-emphasize company culture on its Facebook page and primarily highlight its products.
"A lot of our customers don't care what costumes we wear in the office," Young said. And when it comes to Facebook, Young said that Zappos has to invest on sponsored posts — which cost money.
"It's a necessary evil," Young said. "It's the difference between 1,000 'likes' versus 10." Other social media platforms have their place in Zappos' strategy.
"Twitter is a big customer service channel," Young said, "and Pinterest is the opportunity to remind people that we have more than shoes."
But Young acknowledged that the company has some areas it needs to work on, namely getting more social on mobile.
"We haven't pushed social too much in our mobile [work], other than the typical 'Share This,'" Young said. "A lot of it is still on desktop."
Facebook protection racket works: pay Facebook, or no one sees your posts.
Now I see why they need other channels like Twitter and Pinterest.
Mark Cuban is unhappy with Facebook Sponsored Posts:
Why would you ever want universal reach??
I thought his point was he wanted to message the millions of Mavericks fans regularly.
I guess he could use an email newsletter.
That seems so last century.