Facebook

Facebook has proven again and again it has the potential to be a super-weapon in the world of social media marketing tools and platforms. Facebook's popularity reward system is more complex than that of Instagram's and Twitter's. As mentioned in the previous post dedicated to Youtube, this can be perceived as both a strength and a weakness. So which is it in most cases? 

The answer to that question truly does depend on what content is in question, when it is posted and who it is posted by. 

For example, almost anything posted by Kim Kardashian, Drake or Kylie Jenner will be seen by millions regardless of any of the factors mentioned above with no exception. That is purely because of who is posting it, and for them the popularity rewarding system enhances their ability to market just about anything through and on social media. 

Likewise, on the other side of the spectrum if a Facebook account belonging to someone with less than 100 friends was to post the most most relevant or best content for its time it would still most likely inevitably be forgotten about with no real recognition or gain of traction. 

Popularity rewarding mechanism 

On a smaller scale, these examples are evident in most teens everyday lives. If an average Facebook user was to post a photo at 4:00am on a Tuesday, chances are that the same photo will receive significantly less comments, likes and general recognition than if the user had uploaded it around 6:00pm on a Saturday. 

Therefore, it is clear that unlike Youtube, Facebook does not have the search aspect which means posts will not be lost. Posts will most likely be lost eventually. But for the people with the upper hand this is a pure advantage, as it strengthens those already strong and cripples the weaker marketing contenders. E.g. if Coca Cola were to launch a commercial on Facebook they are already at a huge advantage as opposed to a commercial released by a local Cola producer. 

It is in this sense that Facebook can truly be regarded as both a strength and a weakness.