After announcing that she will be handing over day-to-day operations at Facebook to focus on her new chief marketing officer (CMO) role, the world is abuzz with analysis and criticism of Sheryl Sandberg.
The COO of Facebook and author of “Lean In” has been widely credited for helping launch a new era of female leaders in the public eye. But as Sheryl Sandberg prepares to take on a more visible role in leading one of the world’s biggest brands, there is also skepticism over her legacy as an ad executive. As CMO, Sandberg faces many challenges in ensuring that Facebook continues to grow its user base, maintaining its status as a trusted brand.
Facebook’s Unique Marketing Opportunity
Sandberg’s first challenge as CMO will be to maintain the brand of Facebook’s ad features, which have been widely cited as the critical driver of the firm’s growth.
For instance, from 2016 to 2017, Facebook’s ad revenue increased by almost 50%, from $26 billion to $39 billion. That said, the bulk of that growth came from mobile ad spending. This is a big leap over Facebook’s $2.5 billion mobile ad revenues in 2014. These strong ad numbers have made Facebook one of the most valuable firms in the world, with a current valuation of $480 billion.
However, this growth has also led to increased scrutiny of the company’s ad model. After all, some have criticized the model for being too invasive and not user-friendly enough.
The Sandberg Effect: From Lean In to Lead Out
Since 2004, Facebook has grown from a small startup to a global platform. In fact, it now has over two billion monthly users and a value of more or less $480 billion.
Without a doubt, Facebook’s growth is proof of the company’s product and marketing prowess. However, it’s safe to say that the team has also benefited from its position as the only woman-led major social media platform. For instance, platforms such as Instagram, Twitter, and Snapchat have been led by men for their entire existence. Facebook, on the other hand, experienced a change in leadership in 2012 when Mark Zuckerberg named Sandberg as COO.
Since then, Facebook has taken a different approach to market and product development than other social media players. Whereas other platforms have focused on growing their user base, Facebook’s approach was different. It has put both user growth and retention first while also ensuring ethical use of the platform.
Facebook’s Ad Culture
Facebook’s marketing strategy has largely been based on building a robust and highly personalized user experience. To do this, Facebook has put focused on collecting personal user data. Added to that, they have also developed algorithms that allow the platform to extend its reach and increase user engagement.
Although this approach has shown success, it has also raised concerns about Facebook’s ability to handle highly sensitive data. Also, some have criticized Facebook for its approach to ads, which has been perceived as too intrusive.
However, Facebook has recently introduced many features designed to make its ad platform user-friendly and less invasive. In fact, in July 2018, Facebook added a new set of tools designed for small business clients, such as a simplified ad creation process and automated insights.
A Critique on The Ad Legacy of Sheryl Sandberg
Despite Sandberg’s impressive track record, some critics have raised concerns about the former COO’s ability to lead Facebook’s marketing efforts. Specifically, critics have pointed out that Sandberg was an early advocate of using user data to target advertising. Also, she was involved in projects that some people perceive to be too invasive.
For instance, as early as 2007, Sandberg reportedly pushed for the use of personal user data for targeted ads. In addition, some critics say the process is linked to the spread of fake news on Facebook.
The former COO brings a wealth of experience, which will likely help reshape the company’s approach to business. For sure, Sandberg’s new role will also serve as a powerful symbol of the changing times.
