What slowly began as a dorm-room phenomenon has developed into one of the world's most essential business strategies. Facebook advertising, pages, and places have positioned the social networking site as a staple in the marketing industry.
Social media strategies are important, but before businesses jump headfirst into a campaign, they may want to take a closer look at Facebook's power over every account, page, and photograph.
1. Forget control in this hierarchy; Facebook is king
Every Facebook page is assigned directly to a user. When a company's page is created, one user becomes its administrator. When that employee leaves or changes position, a logistical problem arises. Or, if the page administrator decides to disable his or her personal Facebook account, the company page also goes away.
Adding multiple administrators seems a logical recourse; but if Facebook views page activity as "suspicious," it may disable every account associated with it. Moreover, when an account is disabled, all of its pages, fans, content, applications, and ads are lost.
And the road to getting the account re-enabled can lead to a bureaucratic black hole: After you submit a form requesting the account be re-enabled, there is no support, timeline, or guarantee that it will be.
2. Facebook can can change features at the drop of a hat
Besides disabling an account without warning, Facebook also has control over when to change its layout, application programming interface, or setup. In all those instances, Facebook doesn't deal with the change; the user does.