If you’re planning or evaluating any form of social media activity, then it’s worth taking a look at eMarketer’s summary of a recently released research report examining which marketing uses of Facebook and Twitter are working best.
Top of the effectiveness list for consumer-focused marketers using Facebook is ‘Creation of a Facebook application around a brand’. While down at the bottom lies ‘Targeted cost per click ads’.
If Twitter’s more your thing, then there is also a summary of the effectiveness of Twitter tactics…
Click here to read on...
Comments
Have just posted this on Bryan's blog as well:
We have just had great success in using Facebook advertising – paid for by cost per impression – to recruit our alumni on Facebook to our Facebook group. We got 1500 more members over 9 days. And our own website stats show that referrals from Facebook to our website went up by 2200% during the time we ran the campaign, compared to the same period last year, taking it from generating 0.3% of website visits to nearly 5%.
I’d count that as a success and I think it worked because we were asking people to do the easiest possible thing on Facebook – just join the group and let us know they were interested in us. I’m convinced that Facebook and social media marketing in general needs to focus on securing the ‘noncomittal gesture of support’ – if you can get that, then you can follow up with other media that are better placed for securing actual commitments….
Adrian Salmon
Annual Fund Manager
University of Leeds
Adrian Salmon
Footsteps Fund Manager
University of Leeds
Thanks for highlighting that Bryan.
Interesting that the survey question which topped the chart for B2B and B2C was 'Monitor Twitter for PR problems in real time' and not 'PR opportunities'.
I'd agree of course that Twitter can be very valuable in protecting a brand's reputation, but the slant of the question suggests a view of Twitter as a dangerous place which organisations need to embrace primarily to protect themselves.
I wonder if charities/nonprofits have a more positive or constructive view of the service than for-profits, perhaps viewing it more as a way to expand and deepen contacts with supporters and would-be supporters?
Howard Lake @howardlake www.fundraising.co.uk