Facebook is, has been, and will continue to be an extraordinary way for companies to promote their products and services, connect with an unmatched pool of potential customers and clients, and target them with unprecedented precision — essentially for free.

But recently, frustration has been growing among some companies that use Facebook (more specifically, companies that use Facebook Pages — the service specifically designed for businesses, brands and organizations) about how often and how effectively their updates have been making it into the News Feeds of Facebook users who have become “fans” of said companies.

The problem seems to stem from Facebook’s initial public offering last May. To satisfy the new demands of (oft-disappointed) shareholders, Facebook has urgently needed to increase revenues. The social media giant has gone about this in several ways, but one in particular seems to be frustrating companies on the site — the need to pay for a “promoted post” to ensure that company updates get seen by a certain amount of users.

For companies who have become accustomed to using the site as a free promotional tool, such frustrations are understandable. But Facebook needs to make money one way or another, and dollars are never going to come from regular users.

Still, according to Dallas’ own Mark Cuban at least, the price just isn’t going to be worth it for many companies. Cuban’s aired his frustrations with Facebook recently when he tweeted a screengrab of Facebook asking him for thousands of dollars to promote a post from the Dallas Mavericks:

“FB is blowing it? This is the first step. The Mavs are considering moving to Tumblr or to new Myspace as primary site.”

Mark Cuban Facebook

He then echoed and elaborated on the the tweet in a recent blog post, saying he is considering deemphasizing the use of Facebook for 70 of the companies that he partially owns:

I’m not recommending to any of my companies that we leave facebook. I am recommending that we de-emphasize pushing consumers or partners to like us on FB and focus on building up our followings across all existing social media platforms and to evaluate those that we feel can grow a material following. In the past we put FB first, twitter second. FB has been moved to the bottom of a longer list.

At the core of the issues I have with FB is how FB thinks about itself . 

(Cuban gets pretty in-depth into the philosophical and practical issues he has with Facebook, so the whole post is worth is a read.)

So how much emphasis should your company be placing on Facebook as part of your Dallas social media marketing strategy? Should you look elsewhere (such as Tumblr, Google-Plus, or even the recently revamped Myspace), or is paying to promote updates worth the cost? Is Facebook still worth using without the paid features?

There’s no blanket answer — every company is different, and every company should have a Dallas Internet marketing strategy that is tailored to its unique strengths, preferences and goals.

Here at Masterlink, we fully understand and work closely with companies to develop interactive marketing strategies that work best for them. Web-based marketing tools such as social media platforms are full of dazzling opportunities for companies, but the Internet marketing landscape is constantly, constantly changing — sometimes in the blink of an eye. Facebook has been — and still very much is — a wonderful tool, but the companies that will get burned by it are the ones that assume Facebook will always be it is the way it is today — or, more risky, the way it was a few years ago when it first opened up to companies.

Masterlink can help you stay ahead of the ever-accelerating curve.