• Brand-e.biz, Tuesday, November 12, 2013 8 AM

A new Forrester study says Facebook, which grabbed over $4 billion in advertising revenues last year, is a cash sink for advertisers. The research firm surveyed close to 400 marketers and ebiz execs at large companies across the US, Canada and the UK and they said that Facebook creates less business value than any other digital marketing opportunity around. In an open letter to Mark Zuckerberg, Forrester’s Nate Elliott says Facebook focuses too little on driving genuine engagement between brands and their customers. On average, Facebook only shows each brand’s posts to 16% of its fans.

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