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BizReport : Social Marketing : August 14, 2009

Vitrue: Facebook wall posts generate CTRs in excess of 6%

A social media start up claims to have measured click-through rates for Facebook wall posts and found them to be significantly better than the average email or display ad campaign.

by Helen Leggatt

vitrue logo.jpgWhen a brand sets up a fan page on Facebook, it allows them to post content, in the form of wall posts, on every fan's wall. That content can then be seen by all the fan's friends, regardless of whether they are fans of the brand.

Vitrue, a social media marketing start up, is one of many searching for how to measure social media marketing. They have developed a system which tracks URLs for Facebook wall links to measure the eventual click-through rate.

According a recent article from, Vitrue's statistics, while reached via "a bit of science and a bit of guesswork", show click-through rates for wall posts to be 6.49%. This figure was arrived at by assuming 12% of the total US Facebook audience was online at any one time.

Their findings also showed slightly more women than men clicking through (56% vs. 44%) as well as higher numbers of younger users.

Tags: brand, click-through rate, Facebook, fan page, social media, URL, wall post

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