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The Secret To Brand Marketing On Facebook? It's About The Brand Page Stupid! |
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Written by Rubinson Partners
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13 Jun 2012 |
A new study of 63 brands across 4 months by Rubinson Partners, Inc, and Compete, Inc. proves that liking a brand on Facebook only adds value if the fan engages by returning to the fan page.
For those who DO return to the fan page, there is a four-fold increase in their visits to that brand's website after liking the brand. If they did not return, there was virtually no increase at all in website visits.
These two effects average out to an 85% lift in the number of sessions on a brand’s website within 30 days for those who become fans of a brand on Facebook.
This study also found that under prevalent Facebook brand marketing practices, those returning to the brand page tend to be a small percentage of fans so the overall impact on the brand is modest.
Joel Rubinson, President of Rubinson Partners, Inc. concluded that,
“The implication for marketers is that they must change their focus from delivering impressions in Facebook newsfeeds to doing everything possible to make their brand page engaging. Every newsfeed update should offer a reason for a fan to go back to the brand fan page.”
“This research clearly indicates that marketers must be focused on not only increasing the number of total fans, but on driving repeated interaction with the fan page. It is this repeated interaction that leads to measurable lifts in visitation to owned media properties” says Mike Perlman, Vice President of Agency & Publisher Solutions at Compete.
This is the first study that precisely measures the effect of liking a brand as it looked at the same person’s clickstream behavior towards a brand for 30 days before and 30 days after they liked that brand. The fact that a second visit to the brand page is needed to create impact suggests that Facebook social impressions in a fan's newsfeed have little impact beyond their role in encouraging a return visit to the fan page.
This research supports the need for the Rubinson Partners’ metrics approach called "Tyme with brand" (tm) that is intended to measure the patterns and quantity of time that people spend with a brand, going beyond the gross number of impressions that marketers get via social media.
About Rubinson Partners
http://rubinsonpartners.com/ website in progress
About Kantar Media Compete
For more information please visit http://www.kantarmedia.compete.com/
New York, NY - 12 June 2012
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Last Updated ( 13 Jun 2012 )
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