Christopher Uzzi Responds to Recent Facebook Happenings, Offers Social Marketing Tips

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Some major corporations are scaling back on their use of paid Facebook ads—but social marketing expert Christopher Uzzi says that smaller companies can still derive immense benefit from using Facebook.

In recent weeks, Facebook has dominated technology news, in large part due to its IPO. While the IPO made many investors very wealthy, not all of the Facebook news has been positive. According to Bloomberg, some major companies—including General Motors—have decided to dramatically scale back on their investment in paid Facebook ads, deeming social marketing to be a less-than-effective form of advertising. This has sparked debate among marketing professionals as to whether social networks still have real revenue-generating clout—but consultant Christopher Uzzi says small businesses should think twice before following GM’s lead.

Uzzi, in a statement released to the press, says smaller companies should not take GM’s withdrawal from Facebook ads as a sign that social marketing is no longer effective. “It certainly may be true that paid Facebook ads are no longer generating the kind of ROI that GM is looking for, and the same could easily hold true for smaller companies,” notes Uzzi. “However, that does not mean that Facebook has lost its value. There are many ways in which a smaller company can gain tremendous competitive advantage from the strategic use of social networks.”

Christopher Uzzi runs his own, independent marketing consultancy in the Asheville, North Carolina area, and coaches small business owners on how best to implement tools like Facebook, Google+, and Twitter. He says that even companies that do not see the perks of paid Facebook ads can still derive benefits from the social network.

“A small business owner does not have to invest in paid ad space in order for Facebook to be an effective marketing tool,” Christopher Uzzi says. “In fact, some of the best uses of Facebook come outside the realm of paid ads.”

The marketing consultant advises small business owners to invest time in not only establishing a Facebook page, but generating regular, compelling content. “Facebook is an invaluable tool for keeping your brand in front of your customers, and letting them form a kind of connection with you,” he says. “That can only be done if you are regularly posting new stuff to your Facebook page.”

It is not just about forming a rapport with clients, however. Uzzi says businesses can also use Facebook to send traffic to their own websites. “Having content that ends with a link back to your home page, or a landing page, is a terrific idea,” he says. “It is an inexpensive and really fairly easy way to get hits on your website, which is where conversions are more likely to happen.”

Christopher Uzzi concludes by saying that Facebook is not just a platform for posting content, but also an invaluable tool for obtaining customer feedback. “Providing the best products and services means knowing what your clients need and want,” he explains. “Facebook allows you to obtain that critical input.”


Christopher Uzzi is an independent marketing consultant who lives and works in the Asheville, NC area. He specializes in implementing integrative social marketing strategies for small businesses. He has worked with companies from throughout the North Carolina region, as well as in Tennessee and Virginia.

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Michael McGarety
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