Posts tagged facebook
Posts tagged facebook
ExactTarget recently released a report on the interactions that consumers have with brands through social media platforms like Facebook, Twitter, and email.
According to this study, 51% of social media consumers felt that after liking a company, they expected to receive additional marketing messages from that company. On the other hand, 40% of these consumers did not expect to receive any additional marketing messages after the initial “like.” The remainder were caught in the middle, and didn’t know exactly what to expect.
These numbers paint a clearer picture for why consumers “unlike” brands. 44% of respondents said they “dislike” a company on various social media platforms, because that company would post material too frequently. Similarly, these respondents mentioned that their Facebook walls would become cluttered with marketing propaganda .
No one likes to log on to his or her Facebook account just to find a hundred advertising posts to sift through. People primarily use Facebook to stay up to date with their friends, not to be attacked by special deals and offers.
Still, some of the offers provided are useful to certain consumers. Of those surveyed, 26% indicated that they only “liked” a brand in order to gain access to a special promotion. Once the deal was received however, a high percentage of these individuals would “unlike” the brand.
“Liking” and “Unliking” a brand via Social Media is all what you make of it. Be prepared to receive follow up communication if you do decide to “like” something. Some of this may be useful, though much can be discarded.
There is a large expectation this holiday season regarding mobile being a large platform for consumer shopping. Performics said that mobile devices accounted for 14.2% of the total search clicks on Google. Paid clicks from mobile devices are expected to increase to 17.3% this upcoming December.
Google Estimates that mobile devices will account for 44% of last minute gift searches, as well as store locator key terms this holiday season.
This holiday season, Ipads are predicted to play a substantial part in the shopping and searches–according to Performics. It is believed that around Black Friday time the amount of paid clicks/clicks coming from platforms such as tablets and smartphones will rise significantly.
It is becoming increasingly apparent that the Mobile platform is growing faster with every second and is affecting overall consumer behavior. Marketers must be able to optimize their presence and adapt their mobile search strategies, or else they will be left behind.
EdgeRank recently released preliminary data on Facebook’s redesigned newsfeed showing that overall fan page impressions dropped but engagement increased. The new data shows that companies on Facebook need to adjust and reformulate their social media strategies for the new hybrid feed.
The Impact of the “Hybrid” Newsfeed
Facebook’s most visible change has been the hybrid feed which creates a new ranking system for displaying content, as well as combining the previous “top stories” and “most recent” feeds. As with any Facebook change, business owners were concerned with how the new feed would influence the visibility of their content andpreliminary data indicates their concerns were justified as content impressions dropped 25.15 percent in the two weeks since the hybrid feed went live.
However the data shows that engagement with content increased indicating that the new system of prioritization improves visibility after initial individual engagement (liking, reposting, etc.) and thus ranks it better improving visibility. On the flip side, poor performing content will fall to the bottom as more popular and recent content rises to the top
Developing More Engaging and Sharable Content
- Create relationships with consumers by giving incentives for their interactions.
- Ask open ended, easy to answer questions
- Focus on posting when users are most active
- Avoid posting mundane / filler updates
Facebook has become the medium of choice for brands looking to connect with consumers but businesses always had a hard time getting detailed metrics regarding pages and campaigns. This is going to change in the upcoming days as Facebook is set to release a new set of tools designed to improve the measurement of consumer engagement.
A new dashboard, called “insights”, will be appearing in this new set of tools. This new option will measure the sharing, reach, and power of every individual post. Also included will be a new Applications Programming Interface, or API, that will allow third-party agencies to assemble their own set of tools using this new Facebook information. Additionally , a new ad application will be included that will allow companies to convert their page posts into actual advertisements.
The purpose behind creating these new measurement tools is to better conceptualize the full impact of certain posts. This will allow companies to reformulate their messages based on what has been successful in the past, and ultimately work towards going viral.
These new metric tools will completely transform the way social media efforts are measured. Slowly the world of Social Media ROI will become more clear cut as businesses engage with this medium.
BrightEdge recently published a study showing the correlation between social buttons and social shares by the public. The company’s data indicated that sites featuring a tweet widget / button received seven times more twitter mentions than sites that didn’t display the icon. This research was taken from the top 10,000 websites on the internet and this data not only helps companies realize how crucial social media widgets are on their websites, but also opens the door for an enormous amount of online marketing potential.
Their research reported that of the 10,000 largest sites, 53.6% of them have social media buttons on their first page, a .8% increase from July. Of these embedded social media icons, Facebook was the dominant force with a 50% usage. Twitter and Google +1 were next in line with usages of 42.5% and 8.5%. Although company social media efforts are improving, roughly half of the 10,000 largest sites are not taking advantage of these free tools, a problem pointed out by BrightEdge CEO Jim Yu.
In late August, Google announced its list of the most-visited websites on the internet. Of course, at the top of this list was Facebook hitting a new high of 1 trillion page views for the month of June. This was a large feat to conquer, even for Facebook.
Facebook has 750 million registered users, although during the month of June had 870 million unique visitors to it’s site. This is because Facebook does not require people to be registered users for certain parts of the website, such as Facebook Pages and Profiles.
According to Facebook, the amount of time spent every month by people is 700 billion minutes. Facebook also revealed that the average user visits 1,150 Facebook pages every month. This enormous number is not only impressive, but makes other web giants, such as Youtube, seem miniscule with their unique visitor page views being 126 per month.
Page View Rankings are as follows:
1. Facebook – 1,000,000,000,000
2. Youtube – 100,000,000,000
3. Wikipedia – 6,400,000,000
4. Twitter – 5,900,000,000
5. LinkedIn – 2,500,000,000
6. Yahoo – 78,000,000,000
In other Facebook News:
After one year of the places check-in feature being released, Facebook decides to pull the plug on the mobile app feature yesterday. When the Places feature was released, many thought it would be a worthy competitor of other check-in services such as Foursquare and Gowalla. Unfortunately for Facebook, only about 6% of users were utilizing the service. Although Facebook would be cutting it’s ties with the Places service, they did disclose that they would be adding an optional locations feature to user status updates. However, whether that will catch on or not is still up in the air for many critics.
In addition to the Places announcement, Facebook also revealed an array of privacy changes. This is one of the largest privacy adjustments the company has ever seen, and is inclusive of over a dozen changes. There are so many changes being made to the privacy settings that Facebook is making all of its 750 million users go through a tutorial for the newly updated privacy settings.