Facebook creates less business value than any other digital marketing opportunity.
First, your company focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Everyone who clicks the like button on a brand’s Facebook page volunteers to receive that brand’s messages — but on average, you only show each brand’s posts to 16% of its fans.
Second, your company isn’t good enough at the pure advertising
business onto which you’ve shifted your focus. We estimate your site now delivers tens of billions of display ads every day. But fewer than 15% of those ads leverage your ever-growing cache of social data to target relevant audiences.