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Should your business be spending money on Facebook Advertising?

Facebook CEO Mark Zuckerberg
Facebook CEO Mark Zuckerberg
Photo by Win McNamee/Getty Images

Are you familiar with Facebook’s algorithm called EdgeRank?

Do you know EdgeRank was implemented to limit who sees your posts? Meaning that even if you have 2500 loyal brand advocates who have Liked your page, only a tiny fraction of them may see what you post and you have no control over it.

In 2014 Facebook Advertising Will Be A Necessity If You Want More Reach
Facebook statistics show organic reach for your Business Page is dropping like a bowling ball off a high-rise. Facebook’s suggested solution is for your business to pay for Facebook advertising.

To be clear: Facebook is purposefully limiting the number of people who see your posts and suggesting you advertise with them so the people who already Like your page, have a better chance of seeing what you post.

A quick aside. Just to be fully transparent. You should know I was one of the lucky ones to participate in the Facebook IPO debacle. I am the proud owner of very few shares of Facebook stock that today is actually worth a little something. So, to be honest, I’d love it if all 1.2 billion people on Facebook bought advertising in 2014 so the value of my stock goes up.

Keep in mind; this isn't the most recent news. In 2007 CEO Mark Zuckerberg announced, “The next hundred years will be different for advertising, and it starts today.” And then, in 2012 before the IPO we started to learn about “Facebook’s EdgeRank algorithm, designed to enhance users’ experience by putting only the relevant content in their news feeds.” And Facebook gets to determine what’s relevant to you!

Should Your Business Question Its Facebook Presence?
Here’s the way I see it. Businesses have created Facebook Pages en masse and they've paid to sponsor posts and bought advertising in order get more people to Like the Page. And now, business owners have to pay even more money just so the people who Like their Page can see their updates.

What do you think about all this? Will your business be buying Facebook ads in 2014?