Your Brand’s Facebook Updates: Still (Mostly) Ignored
November 16, 2011
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Previously we noted that your brand’s Facebook updates were pretty much ignored and poked a bit of fun at those who considered that a “shocker.” Well, more research continues to prove what we’ve been arguing for ages.
TechCrunch shares some data from a study that links posted by big Facebook pages researched had a 0.14% CTR, 1 click per 1000 fans.
Advising global brands on digital marketing I have access to a variety of social data and know how companies across industries perform in different channels. I’ve also built 6-figure Facebook fan pages (that have since grown to 7-figures). And unlike the absurd Facebook metrics we’ve pointed out from questionable research in the past, the metrics outlined in the study shared with TechCrunch sound about right for a brand without an optimized presence in the network.
So, as we’ve said before, we’ll simply reiterate that Facebook is fantastic place for a social outpost. Every company should be here, at minimum to protect your brand and at least syndicate content from your social hub.
But you basically give up any competitive search and social advantage if you are purely relying on Facebook to get your messages out there and drive outcomes. Distribution platforms such as RSS and email, while not as “sexy,” nearly always have higher % views and CTR. That’s because these channels are not stream based, rather timeshifted. Stream-based channels are designed for users to miss content, as with them users are interested in what’s new, now. Use them in tandem with higher value channels: and, not or.
Plus, recent research behind consumer use of social networks is unsurprising: a majority of people use social networks primarily to connect with those they already know. Not consumer brands. Sure, users are more than happy to friend/follow consumer brands, but their top reasons for using the platform aren’t really aligned with that. Which is why brands need to also think beyond macro networks.
If you’re listening to data, the reality is clear: you should never rely on one traffic source, one social network (historically low conversion / click-through) or one search engine (can change the rules at their whim) for visitors and community. Rather, a holistic mix, including social, search, paid tactics and email continues to be the smartest approach.
Curt replied | Nov 16, 2011 (1 comment)
I couldn’t agree more. Never depend on one source only for traffic. As for Facebook, I find it very confusing to use, or should I say utilize compared to the other sources you mentioned.
Kristine Putt replied | Nov 16, 2011 (2 comments)
I only have a FB fan page to – as you say – “protect my brand.” But in terms of using to draw brand commitment or awareness? Never. There are much better sources. FB, imho, is best for personal socialization and I perceive its audience to be made up of not much more than a “graduated” crowd of previous MySpace users.
Scott Bartell replied | Nov 18, 2011 (4 comments)
I’d like to see each category’s (by amount of fans) top and bottom performers in terms of CTR. This way it would be (kind of) easier to see if it’s the platform (Facebook), the message (do people actually want to see what the pages are sending), or the quality of followers (are the brand’s followers actually interested in the brand and their message?).
janwong replied | Nov 20, 2011 (10 comments)
I too am a believer of having a central hub with multiple traffic sources such as Facebook, Twitter, YouTube and etc linked to it. This does not only do what you’ve described, but it is also to keep your brand safe. Relying solely on Facebook basically means that you’re putting your business at risk since you won’t have full control over it and you’ll be doomed if it ever close down.
Dawn Noufer replied | Nov 21, 2011 (2 comments)
A hard dose of reality but good to hear. This information is especially valuable since it’s from such an experienced perspective (what I would do for a 6-figure Facebook fan page!) I find myself clicking on every hyperlink in your post.
Shaina (SOL REPUBLIC) replied | Nov 21, 2011 (2 comments)
I agree. Having a cohesive plan that is aligned across all SM channels is step 1. Facebook is less than reliable, especially for pages, because of algorithms that kick in after 3-4 posts/day and decrease visibility. I’m just smitten with Google+ right now…and that’s my 2 cents.