Should You Invest Time and Money in Facebook?
With permission from Bob Bly, the following is reprinted from his April 2 email message:
***Does Facebook marketing fail?***
“Like seven-year old soccer players, we insist on chasing the
ball in a pack. The latest ‘ball’ of course is social media,”
says Ian Percy.*
But, according to Ad Age, a six-week study of Facebook’s Fan
pages showed a mere 0.45% of fans engaged in any way beyond
clicking “Like.” This indicates that Facebook fan bases and
actual engagement aren’t the same thing.
The average engagement for the 10 brands with the largest fan
bases (like Harley Davidson, Nike and Porsche) was 0.36%. The
highest engagement was in the alcohol category and the lowest in
laundry detergent, social platforms and apps.
In other Facebook marketing news, my colleague Brian Croner
reports that “world famous Sun Valley Ski Resort here in Idaho,
invested their entire $950,000 ad budget in Facebook advertising
in 2011 and it bombed. It bombed so bad in fact, they fired
their marketing director. Last year they had more snow than they
knew what to do with and still couldn’t pack the hotels after
using FB exclusively.
“Starting last fall and into 2012, I saw ads running in Ski
magazines and on television. And despite it being a weak
snow year, they had good crowds and full hotels. There’s been
a large score of so called marketing/ad agencies trying to push
FB and other Social Media as a primary and not as a
supplemental media. And it’s sad how many companies have
taken the bait.”
*Source: Jeff Davidson.
Again: “This article appears courtesy of Bob Bly
Direct Response Letter.”