Many packaged-goods marketers have built out elaborate fan pages on Facebook, but they're focusing their media spend on internet ads that aren't on Facebook, according to new research from comScore.
A comScore analysis of online ad impressions from July shows CPGs have become the heaviest users of "socially enabled" ads that appear on sites outside Facebook but include "visit us on Facebook" or other "Click to Facebook" appeals to get users to brand pages.
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Another reason to drive traffic to Facebook, is that brands are getting more exposure among friends of fans than the fans themselves. Messaging in socially enabled online ads tends heavily toward promotional or philanthropic activities, Mr. Zeman said, citing a recent Bud Light Port Paradise promotion and P&G ads focused on getting people to join its "Dawn Saves Wildlife" program for cleaning wildlife affected by oil spills.
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Viewership of updates is by far the main way brand pages reach fans. An analysis of 1,000 brand fan pages by PageLever covering June through August found a mean average of 82% of fans viewed at least one update, with the median fan page getting viewership of at least one update by 98% of fans.
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I remember reading about this during my internship, but apparently when advertising through social media, the greatest value isn't the amount of people who hit "like" on your page, but how many of them reblog about your brand. Advertisers don't need to reach people who are already fans; they need to reach those who aren't fans, the friends of fans.
1 comment:
true. i kinda liken advertising through social media with this thing called multi-level marketing (or with its evil twin brother, the pyramiding scheme). you start with one person and this person spreads the word through friends and then they do the same thing---achieving a multiplier effect at each level of the pyramid. sometimes, they even come with a personal appeal so they can generate as much like as possible and some people mindlessly oblige. anyway, ive always viewed social media ads as a good secondary marketing tool rather than a primary one---a support actor rather than a lead.
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