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Facebook has been working hard to convince marketers to shift part of their TV ad budget to the social network.

As part of that effort, Facebook last month tapped Nielsen to host an educational session on TV ad sales for the social network’s marketing partners, according to a source who provided Digiday with a copy of the presentation deck. After outlining the basics of the TV ad industry and declining viewership of linear TV, the deck highlights the potential for increased campaign reach with some modest reallocation of TV budgets to digital channels — such as Facebook.

The deck also cites an August 2012 case study of an $18 million national TV investment which found that a reallocation of between 0.7 to 5.0 percent of the total television budget to “a representative mix of online sites” boosted a campaign’s total reach while reducing its mixed CPM rate. To continue reading, please click the below link;

Source: digiday.com

The crux of the research suggests that brands are wasting their time, effort, and money on Facebook and Twitter to diminishing returns. A study conducted by the firm from earlier this year found that posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even more measly: A mere 0.07% of followers actually interact with those posts.

“Stop making Facebook the center of your relationship marketing efforts,” writes Nate Elliott, vice president and principal analyst at Forrester. Facebook has been in the process of tapering off its free-traffic firehose since January, as part of its promoted content push. Unpaid posts are out, paid is in, which puts anyone who relies on thesocial network for reach in a difficult position.

“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave,” Elliott continues. “Yet most brands still use these sites as the centerpiece of their social efforts—thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value.”

“It’s time for marketers to start building social relationship strategies around sites that can deliver value,” he adds.

Basically, if your brand is looking for engagement onsocial media you’re probably better off turning your attention away from giant networks like Twitter and Facebook. This is especially true if you’re trying to engage fans on Twitter, where context is lacking and being funny is hard. (A few examples: herehere, and here.)

So where should you devote your time and energy? It really depends on your business. Forrester predicts that “branded communities” are going to be the next big thing in 2015, citing the fact that Sony’s GreatnessAwaits.commicrosite for the PlayStation 4 attracted 4.5 million visits. If fans are looking for you, Forrester suggests, they’ll seek you out. To continue reading, please click on the below link:

Source: www.fastcompany.com

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