As Facebook has been busily turning itself into a web powerhouse – challenging even the likes of Google for dominance – some people are beginning to question the fundamental aspects of how Facebook treats users and the content they post.
Last week I came across an interesting article by Douglas Karr, a social media consultant and author, who has spent thousands of dollars advertising on Facebook for himself and his clients. Karr summarized recent experiences he’s had with Facebook accounts that now make him extremely leery of using it as a central rather than an ancillary platform for promoting companies and their brands.
Facebook somehow became suspicious of entries posted by one of Karr’s clients. Facebook then proceeded to disable every administrator’s account that was associated with this client’s Facebook page. Because Karr was one of the administrators, this action disabled all of his Facebook pages and applications as well.
It then took a Herculean effort to repair the damage, during which time Karr learned quite a bit more about the customer service side of Facebook – if you could even call it “customer service.” Here’s how he summarizes it:
Facebook lacks a meaningful customer service process. There’s no phone number to call … or dedicated e-mail address specifically for support. So good luck trying to get any sort of satisfaction. Karr was asked to submit a form in order for his account to be turned back on. But that communication only resulted in an automated reply message to verify his identity.
In the meantime, with his accounts disabled, there was no way for Karr to log in and retrieve any of the now-hidden content.
What Karr learned is when all of what makes a Facebook presence so valuable – postings, photos, video and other content, fans, applications, etc. – goes by the boards, there’s essentially no recourse for a business.
Luckily for Karr, his account was re-enabled after a few days – with no notification from Facebook. But then he still had to republish all of the pages.
[It turns out that Karr’s client had a “friend of a friend of a friend” at Facebook who was able to pull a few strings to set things right … but how many of us should be so fortunate?]
This experience revealed another distasteful reality: The content you post on Facebook may be yours, but Facebook owns the access to it.
Yep. If you look closely at Facebook’s fine print, this is what you’ll find: “You grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook.”
So much for keeping proprietary control over anything that may go viral and ends up on Facebook.
Karr’s word of advice for companies considering employing Facebook as their primary means of generating online traffic and revenue: “Don’t.”
Instead, he suggests adopting other tactics such as developing a blog, investing in search engine optimization and search engine marketing, using Twitter … and owning all of your content on your own domain.
That’s pretty smart advice from someone who speaks from experience.