Brand Engagement Rate Still 1%, But Facebook Is OK With That


See on Scoop.itSocial Media and Marketing Research

“new research says people aren’t engaging with brands on facebook.”

 

Brands on Facebook have gone from 1% engagement all the way to 1.4% engagement, mostly courtesy of Facebook changing the way they measure engagement.

 

The solution? As proposed by Ehrenberg-Bass Institute, a marketing think tank based in Australia: “Facebook is becoming more and more like traditional media. It may be time for advertisers to move on from worrying about how many fans they have to instead explore how many category buyers Facebook can reach, for what cost, and to what effect.”

 

What rubbish!

 

The solution is to actually engage with people. Have something to say besides “I can get it for you cheap!”

 

Wake up marketers. This isn’t your grandkid’s marketing. It’s a whole new way of relating to your franchise, beyond BS demographics.

 

The only thing that will work – and you may eventually find this out – is developing relationships, not better segmentation.

See on adage.com

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About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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