Kissmetrics Blog

A blog about analytics, marketing and testing

Built to optimize growth. Track, analyze and engage to get more customers.

Should You Delete Your Business Facebook Page?

A business Facebook page is considered one of the must-haves of online marketing. Why in the world would someone not have a Facebook page?

Facebook is the world’s largest online network. There are more than 1.35 billion users. Everyday, these users share 4.75 billion pieces of content.

Clearly, Facebook is a happening place.

But recently some businesses have been doing something that seems strange — even suicidal.

They are deleting their Facebook page.

copyblogger  killing facebook page

So, one of the biggest copywriting websites in the universe pulls the plug on Facebook.

And so the advice rolls on…

3 ways facebook is killing your website

gizmodo 10 reasons

why im deleting my facebook fan page

facebook for business

jon loomer blog

facebook pages are a bad investment

That’s a lot of people saying no to Facebook.

Why are marketers dumping Facebook?

What’s driving the trend to break up with Facebook? Let me give you the full laundry list of reasons why people have decided to axe their Facebook fan pages.

First, a couple things to remember before I show you the list:

  1. Remember, we’re talking about Facebook marketing. Plenty of people have pulled the plug on Facebook for personal reasons, but these comments are focused specifically on quitting Facebook for business marketing purposes.
  2. Remember, I am not endorsing these reasons, nor am I saying they are valid. I’m just extracting and paraphrasing some of the information that I’ve discovered in my research.

These are how marketers explain their decision to leave Facebook:

  • Facebook takes traffic away from your business website.
  • Facebook’s ecommerce platform draws major revenue from your ecommerce efforts.
  • Facebook requires too much time to manage.
  • Facebook requires that you cater to your audience, rather than allowing you to shape your audience.
  • Facebook possesses too much control over content and marketing.
  • Using Facebook for marketing is like trying to build a business on “rented land.”
  • Facebook connects your business with people you don’t actually want to market to.
  • Facebook is an unprofessional environment for sophisticated businesses.
  • Facebook fan numbers are misleading.
  • Facebook fans actually consisted of fake profiles.
  • Facebook fans are worthless.
  • Junk Facebook fans actually damage your brand.
  • Facebook is constantly changing its approach and algorithm, meaning that there is no single best way to engage.
  • Facebook delivers a form of information that is not useful for your audience or customers.
  • Facebook limits the amount of genuine interaction that your audience can have with you.
  • Facebook fans consist of people who actually aren’t customers anyway.
  • Facebook creates negative brand images from people indiscriminately posting negative comments on the company page.
  • Twitter is better.
  • Facebook has too many extraneous ads, distracting from the brand’s presence on Facebook.
  • Less is more in marketing. Fewer social platforms means stronger presence where it matters.
  • There isn’t enough actionable data to assess Facebook’s ROI.
  • Facebook does not allow for an integrated marketing effort.
  • Facebook is deceptive.
  • Facebook is full of clickbait, memes, and other crap.
  • Facebook punishes organic posts and non-paid content.
  • Most people are trained to ignore sponsored posts on Facebook; they automatically tune out marketing efforts.
  • “Mark Zuckerberg is the devil.”
  • Facebook’s Terms of Service are dangerous.
  • Facebook is an unethical company.
  • Facebook violates privacy.
  • Facebook lacks technical competence.
  • Facebook opposes the open web.

Did I miss anything?

I can tell you’re worried right now.

I know what you’re feeling. This is making you very uneasy. If all these killer web professionals and high-profile publications are advising against Facebook, then maybe you should get off Facebook too.

As with any issue, you can argue both sides of the equation as long as you want. There are always going to be pros. There will always be cons.

So, should you delete your business Facebook page?

Don’t delete your Facebook page if any of the following are true.

A few loud and cantankerous voices should not drown out reality. Facebook is still a force to be reckoned with. Rather than argue against all the reasons above, point-by-point (which would be pointless), let me suggest a few reasons why you should go ahead and hang on to your Facebook page:

You see conversions, or at least traffic

Is Facebook driving conversions and positive engagement? Stick with it. Why would you want to shut off a source of potential revenue?

You’re probably getting some benefit.

Maybe Facebook isn’t fulfilling your dreams of awesomeness. Maybe you’re not racking up viral exposure and thousands of fans.

So what? Just because you’re not achieving what you want doesn’t mean that you’re not accomplishing anything. Facebook may still have some value.

Because Facebook is the largest social network, some people automatically assume that they should be able to have larger-than-average ROI. But that’s not necessarily true. The ROI from Facebook may be limited, but still legitimate.

If you see benefit, don’t throw in the towel just yet.

You’ve been on it for more than six months, and people are liking, commenting, and visiting.

One of the most dangerous things that people do in online marketing is to quit something after only a few months of effort.

Hold on right there.

If you’re getting any traction, that’s a good sign. Now I could understand if you’ve been on Facebook for years, and people are simply not doing anything. There’s no commenting. No likes. No action. No nothing.

But give it a few months…at least six. Be active for a while, and see what happens.

It’s a great place for your audience.

The great thing about social media marketing is that you’ve got options. Of course, that could be the downside as well. (Too many options!)

When you line up your social media marketing channels for comparison, keep in mind that it’s apples and oranges. “Which is better, Facebook or Twitter?” is not a legitimate question. It’s like asking, “Which is better, a refrigerator or a golf club?” Both have handles! But they have different purposes.

What you must understand is this: Your audience is social. They may be social in different places and for different purposes, but they are still social. Your role is to figure out where they interact best, oftenest, and most intentionally with your brand.

You enjoy it.

If you like Facebook, keep it up. I normally don’t advise marketers to make “I like it!” decisions, but Facebook is different.

Here’s why. If you like Facebook, then you’re more likely to stick with it. If you hated Twitter, by contrast, then you’d probably get frustrated and quit after a few months. Plus, if you have positive experiences on a given social network, then you probably have a good intuitive sense of how to best interact on that network. You’ll feel more enjoyable towards the experience and towards fans, and your marketing efforts may be moderately successful.

All those benefits, just because you enjoy it. I would rather have you enjoy doing some marketing that has limited benefit, than to do something that you hated and quit. Something is better than nothing. Enjoyment is better than misery.

Conclusion

So, let me provide you with a definitive answer to the question. Should you delete your business Facebook page?

Probably not.

In spite of the naysayers, haters, and embittered marketers, I suggest that you stay on Facebook. The fact is, there are people there — a lot of people. This is your audience. These are your customers.

Facebook is just one of many platforms that you have for reaching your audience. Yes, it’s one of the biggest. You’ll have to make your own decision, though. Look at it from a business perspective, not just through an emotional lens.

Do you have a positive ROI? Are you getting traffic? Are you gaining conversions? Are you improving conversions? Are you sustaining positive engagement?

If so, then don’t leave. Most businesses should probably stick with Facebook.

What do you think? Is it smart for a business to delete their Facebook page?

About the Author: blogs at Quick Sprout.

  1. Nice post! Really tough topic. In our case, we have a Saas B2B business and Facebook DIDN’T create any benefits. We learned all the “social media secrets and tips” but no results were made. We ended up closing our fan page and focusing in the most antique and efficient way to communicate: phone and email.

  2. The sky is falling! The sky is falling! The sky is falling…

    This whole “FB sucks, I’m outta here” movement is laughable for the most part.

    Like every other ad network out there, FB has its weak points, and it won’t suit everyone, but it’s also an incredibly powerful ad network *IF* you know what you are actually doing.

    Truth be told, most advertisers on Facebook are rank amateurs and haven’t got a clue. That’s why they are suffering.

    If you want FB to work for you, either get smart & educated about how to properly advertise on it, or hire someone who is already FB smart, savvy and educated about their ad system.

    In the meantime, companies like mine make big bucks for our clients running their FB ads BECAUSE we know how to use the machine that is the FB ads platform.

    In fact, the more chicken little types who leave FB, the better. Less competition for our clients, which equals more leads and sales! :-)

    • The very fact that you first mention Facebook as an Ad Platform means it’s broken. Fundamentally broken in a massive way. It’s supposed to be a social network, it advertises itself as a social network, and it has a Billion and a half users who mostly believe that is what it is.

      The people who use it as an advertising network are the ones who have ruined it for everyone. Marketing is the reason behind all the algorithmic changes that mean I only see posts from 5 – 7% of my Facebook friends. I don’t even see posts from my own girlfriend, who posts all the time (I had to check to find that out) because the algorithm doesn’t think our interests are aligned enough.

      It’s pointless unless you like to see adverts. The algorithms don’t always work that well either. I read ONE article in The Times Of India and for months was bombarded with content from them. I live in Manchester, that’s not exactly local news to me. Then there was the thousands of ads for holidays in Goa, where I’m never going to to go, and all the political content for elections in a country i can’t vote in.

      Don’t get rid of your Facebook fan page if it works for your business by all means but I won’t be looking at it. I don’t look at any of them. In fact I’m going to go and delete mine now. That way I’m not contributing to ruining everyone else’s experience anymore.

      • Hi Rhys

        If you have a problem with Facebook having ads, then you obviously have forgotten that it costs literally BILLIONS of dollars a year to run FB for you, mine & everyone else’s free enjoyment.

        Unless you plan to pay for access to it, ads are their best option to pay the bills and make a buck.

        No one is forcing you to use FB, and you can always purchase ad blocking software if you feel REALLY strongly about it.

        Does your TV show ads? If so, then you’re already used to the FB model. Nothing for free when it costs a fortune to run.

    • Yes Eran, I get what you’re saying. But are there any REAL experts? Seems everybody’s the “expert” when you’re looking for one. The last thing we need to do is throw good money after bad. Any suggestions?

      I hope you respond

  3. Is it smart? Depends. In terms of resource allocation, Facebook doesn’t make as much sense as it previously did, especially in several industries and product spaces. So if a business has limited resources but gets better ROI from other channels, it makes more sense to spend time and capital on other channels.

  4. Facebook has the largest audience on the web so, as a business, there is so much potential. However, because it has the largest audience, it is also so easy to get lost. I agree that in order to make the most of your business presence on Facebook, learn as much as you can or hire someone who knows something about Facebook promotion.

  5. Yasmin Shiraz Apr 20, 2015 at 9:24 pm

    Thanks for this article. I’m not sure where to go with Facebook. I’ve been on it for years and it doesn’t really do anything for my brand at all. I get very little traffic from it. Sometimes people click on posts and then sometimes they don’t. I’ve been trying to figure out what kinds of posts get the best reaction and it’s been really inconsistent. I definitely understand how business want to focus on their own websites. The money that I spent to hire consultants to help with Facebook, didn’t necessarily guarantee that the FB traffic would lead to my website. So, it is double-duty. Anyway, thanks for this post. You’ve given me a lot to think about.
    Yasmin

  6. Never delete you’re business page on facebook… even if twitter is maybe better.
    You need the both together for an intelligent balance.

  7. I believe that Facebook is having much potential where you can promote your business online. Facebook users are becoming millions already. If you have a page, there’s a big possibility that your business will soon notice by these users. That means, a good profit for your site as well.

  8. Great post Neil,

    I think Facebook pages for businesses are still valid. However I think the days when you can get excellent results from social media without any marketing budget are few and far between. You really need a creative and effective marketing strategy in order to succeed online this way – last year’s ALS challenge is a great example.

    Out of the extensive and well researched list you’ve put together about why people leave Facebook, I have to say that this point “Facebook requires that you cater to your audience, rather than allowing you to shape your audience” is a completely invalid reason for leaving Facebook. With any social media platform you always have to look at your target audience, ideally by creating a relevancy tree, and device a strategy which best adheres to the type of audience you are trying to attract.

    I think where many businesses fall down with social media is that they don’t think up a strategy to apply their efforts. They just go at it whenever they have chance – this can be applied at an intermittent level of commitment. And when businesses don’t see a big change they wonder why.

    I think Facebook can be really useful to promote businesses however it takes the right amount of resources to manage the account, a thought-out social media strategy which is integrated with some paid advertising and a great understanding of the type of audience you are trying to attract.

  9. i will as much as i can stick with my facebook fan page,so that i keep on building relationships with potential and current customers.
    i just need to adjust and understand that its not a platform to bombard people with sales message.
    Also building a community of real followers will help in the long run.
    Avoid being fooled by millions of followers who may never be interested in your product.

  10. Cinthia Cortez Sep 23, 2015 at 9:15 pm

    I have found this article truly helpful. Yes, Indeed facebook is killing marketers with their algorithm and changes… that’s the main reason why I started my own website and my own social media platform inside of it to engage social media with my niche and audience. Thanks for the article Neil Patel

  11. Marquita Herald Jan 09, 2016 at 5:26 am

    I’m really late to the conversation but just wanted to thank you for providing such a thorough rundown of the pros and cons. I’ve had a FB page for a couple of years and if I put a LOT of effort into activity I get traffic but that traffic rarely clicks through to my website. I’ve also spent hours, studying the advice of “experts”, evaluating insights and crafting ads and while there’s always a healthy spike after running an ad or boosting a post it inevitably drops off the cliff and FB pushes for me to spend more, spend more, so I keep asking myself – what’s the point?

    You referenced some of the brands who have dumped Facebook and one in particular that I’ve been following since he did that is Darren Rowse. The interesting thing is he is STILL active on Facebook but he uses his profile and I really like the way he does it.

    Another compelling reason to go this route (outside of more exposure!) is what FB has done with Notes. I’m a writer and using notes to drive traffic to my website makes a lot more sense to me than burning hours and dollars trying to get people to the bone yard that is my FB page. Thanks again, you’ve really helped me to make a decision.

16 comments

Please use your real name and a corresponding social media profile when commenting. Otherwise, your comment may be deleted.

← Previous ArticleNext Article →