Small Business Advertisers Like Facebook’s Immediacy, But Not Its Metrics
A few days before the Facebook‘s IPO, General Motors pulled all its advertising from the platform, charging that it didn’t work. At a conference in New York this week, execs from online eyewear retailer Warby Parker and luxe retailer Gilt Groupe voiced the same sentiment, charging that Facebook doesn’t provide an atmosphere that’s conducive to sales.
Not everyone is down on Facebook, though. Denise Sirovatka says she is pretty happy with the platform.
Since 2009, Sirovatka has been able to amass 900,000 fans for Udi’s Gluten-Free Foods. Creating such a following would be impossible without Facebook, she acknowledges. “We cater to only one in 100 people,” she says. “So we decided to build a community on Facebook to bring these people together. We took away the geographic boundaries.”
Udi’s is one of 7 million businesses with an active Facebook Page. Facebook doesn’t break out stats for small business advertisers vs. blue-chip brands, but the company is putting more emphasis on such advertisers. In May, the company named Dan Levy, its former director of finance, to the title of director of small business solutions to help target the estimated 27.5 million small businesses in the U.S.
Udi’s claims to get a fourfold return on investment for its Facebook ad
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