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BizReport : Social Marketing : January 30, 2012


Research: Just 1% of Facebook Fans engage with brands

An Australian marketing think-tank has revealed the findings of a study that show just 1% of a brand's Facebook Fans actually engage with that brand.

by Helen Leggatt

When the Ehrenberg-Bass Institute looked at the Facebook metrics of the top 200 Facebook brands, such as Likes, comments, posts, tags and shares, they found little to tie a brand's social network popularity with brand monetization.

In fact, only a smidgen more than 1% of Facebook Fans were shown to actually engage with brands they Liked, reports AdAge.com. This indicates that the act of Liking a brand is less meaningful than initially thought and not the statistic on which to base branding success.

So is this bad news for Facebook brand marketing? No, says Ehrenberg-Bass Institute senior research associate Karen Nelson-Field.

"People need to understand what it can do for a brand and what it can't do. Facebook doesn't really differ from mass media. It's great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic."

A study from the Chief Marketing Officer Council and social technology firm Lithium, released in December 2011, reveals that what consumers want from social media doesn't stack up against what chief marketing officers think they want.

Consumers expected their loyalty, whether it is via Twitter or Facebook or some other social environment, to result in exclusive offers (67%), access to competitions and games (65%), and interaction with other customers (60%). Chief marketing officers, on the other hand, thought that social media was all about their followers and fans being heard (41%) or finding information and news about products.






Tags: brand awareness, brand marketing, engagement, Facebook, metrics, research, social marketing








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