Facebook Advertising and the Future of Organic Search

ElisCheesecakeLogoI was uncertain what to expect when I showed up for the Facebook marketing presentation at Eli’s Cheesecake Cafe in Chicago earlier this month. About a hundred savvy marketers and networkers chatted on Eli’s patio while tasting slices of different cheesecakes. We were soon to be dazzled by an hour-long presentation with one of Facebook’s very own, a rare treat, yet we all did a good job concealing our anticipation.

It turns out that Eli Schulman himself, founder of Eli’s Cheesecake Company, was an avid social networker. Eli kept track of customers’ visits to his restaurant by writing down dates on check stubs. If he saw someone hadn’t stopped in lately, he’d make sure to call and personally invite them back. Eli would be proud to know that today his company forges ahead with an ambitious online marketing strategy, currently exceeding 1200 fans on their Facebook Fan Page and 1800 followers on Twitter.


As the Facebook presentation began, no one really knew what direction it would take. However, its main intent was soon revealed: to inform area professionals of the great benefits in purchasing ad space on Facebook.

The excitement in the eyes of Brad Keown, Midwest Director of Sales at Facebook, bore testimony to the popular social network’s increasingly aggressive pursuit of advertising dollars. What is happening, as you will see, is nothing less than an online ad-space takeover.

Brad outlined some of the key benefits behind “social graphs” and “self-service advertising,” which allow advertisers to include or exclude potential customers based on information extracted from Facebook users’ profile information. Put in plain terms, Facebook deploys crawlers which pull information from your private profile for the express purpose of target marketing. In other words, anything you include in your profile information—basic information, personal interests, etc.—is fair game for advertisers.


The term “organic search” is used to describe how the process works. No individual is browsing through your information. It’s the FB web crawlers that do this. That’s how you get “targeted” ads on the right column of your FB page—essentially ads organically selected by FB robots.


So what’s the big deal? The big deal is that the need to search for products and services online diminishes with the increase in organic search advertising. You no longer need to look for things to buy. Today, products and services find you. The ultimate benefit to businesses has yet to be seen. However, the ease and relatively low cost (at least right now) of deploying “self-service,” custom targeted ads on Facebook is an exciting opportunity for many. The incredible speed at which Facebook has advanced on the social media scene is enough for anyone with a fair amount of common sense to jump on the bandwagon.

Of course, advertising can only get you so far. Without an effective brand image and strong online presence, many companies will fail to attract new customers. The real growth will be achieved by those savvy enough not only to utilize new social media platforms, but by those who understand the importance of successful branding and powerful messaging. It’s a brave new online world, and consumers today are more informed than ever. Develop an authentic brand. Build your presence. Then get in the stream.

Messina Marketing Group


7 thoughts on “Facebook Advertising and the Future of Organic Search

  1. Interesting read as always Frank. In the past several years I’ve written the patents for a number of targeted advertising systems such as the ones discussed in your blog. The first generation recommendation systems, such as those from Amazon, have spawned a multitude of more sophisticated and evolving targeting systems. The brainpower behind the systems is incredible and the results are really exceptional.

    As you’ve been writing from many perspectives, the greatest benefit from these systems go to those users that represent their interests and needs authentically and help themselves be found by the right ads, clients, networks, etc.

    • Patrick,

      Thank you for sharing your direct experience with these new and evolving systems. I am happy to learn of someone keen on the future of such systems and the implications inherent for future consumers. Great comment…

  2. Frank:

    On behalf of all of us at Eli’s Cheesecake, thanks for sharing my dad’s story as an “avid social marketer” long before there was an internet or, for that matter, computers. Eli loved people and staying in contact with them.

    As we found out in hosting the Facebook event, people still like to get together at friendly public places, particularly when Eli’s Cheesecake is involved.

    Look forward to you visiting us again soon.

    Marc Schulman
    Eli’s President–and Eli’s son

    • You are absolutely right, Marc. People still need to come together IRL (in real life), and we couldn’t have asked for a better place to enjoy the Facebook presentation. A special thanks to you and your staff for hosting and supplying the wonderful coffee and desserts…

  3. Ah, I really enjoyed this one. First you got my interest with the cheeesecake and I thought you were actually going to describe the varieties served; then you totally informed me as to those little ads that pop up randomly on the right of FB (the ones I keep clicking the x upon and then have to give my “reason” why I don’t like it), which gave me the idea to maybe go back in and just make up everything on my profile so that I confuse the robot and then I can laugh every time I see what “they” send me.

    I do know there are people who do not put truth in their personal profile simply to keep it private, so in that case, their strategy really is not very useful. RIGHT?
    Really enjoyed this one Frank, and as you can see, I even had a lot to say about it. But then I am rarely at a loss for words…

  4. Interesting post as always. I have seen success with ads for Fan Pages and brands, but have yet to see real success for products. It is good to see that there are successes out there. I know it is all a matter of correct targeting, but also think the whim and will of the people has an affect as well!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s