Facebook in Australia has over 15 million monthly active users. Facebook as well as many other social media channels has been the opportunity of the century for businesses globally to speak to a wider and/or more targeted audience.
In terms of accuracy in message distribution and transparent results, Facebook is second to none. But if you think that just putting up a photo of your latest listing or some happenings around your office, then you are going to be disappointed with the results.
With the rise in popularity of the Facebook platform gave the opportunity for it to be monetised with the advertising mechanism. Businesses have now really taken a hold of this opportunity and as a result, the competition has led to dramatically reduced organic reach and engagement.
It has now become a pay to play landscape.