Do Facebook campaigns work? - continued

Wed 13 June 2012 16:15, Tamara Yadvichuk

Do Facebook campaigns work? - continued

We saw lots of concerns over the effectiveness of Facebook campaigns arise last week after a poll found that 4 out of 5 people have never bought anything as a result of companies’ Facebook efforts. Well, a report by comScore has different findings…

The second part of comScore’s report called The Power of Like: How Social Media Works continuing last year’s research on the same topic shows that the effects of Facebook campaigns aren’t that disappointing after all. Studying big brands such as Starbucks, Target, Amazon and Best Buy (links to their Facebook pages), the research found that consumers who like the brand on Facebook are likely to spend more than others when visiting that brand’s store.

Besides that, the report underlined the fact that on Facebook companies get most exposure for their brand via users’ news feeds rather than branded pages. News feeds inform users’ friends when they like, share or comment on a branded post. This means that is isn’t necessary for a Facebook user to like the company’s page in order to see its posts: whether those posts will receive likes, shares and comments simply depends on how interesting they are to the target audience.

It seems that the Like still has its power! It’s a pity that Facebook doesn’t have a legitimate ‘Dislike’ button – just imagine how much exposure some brands would get in that case!


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