Although it can be challenging to organize your team around social KPIs that tie into
your overall marketing goals, it’s not impossible. At Buddy Media, their data shows that every share on Facebook generates an
average of $2.10 in incremental sales. Ticketmaster has reported that every time a user posted on their news feed that they bought a
ticket from Ticketmaster, friends spent an additional $5.30 on Ticketmaster.
How can one company selling the same type of product--a car--see unequivocal success while another says it doesn’t even know if a consumer has seen the ad? Through Facebook, Ford has earned lifelong brand advocates who will forever think differently about the company. Kia Motors, on the other hand, are not taking a rigorous and systematic approach to measuring Facebook marketing, as evidenced by their inability to communicate their results and build a community at scale.
The answer is simple: Facebook is a site that connects nearly a billion people to each other globally. However, it’s your job as an advertiser to say something that’s interesting, and to measure the results. Facebook has created a large and vibrant ecosystem to help you out. In order to succeed, companies need to organize internally and optimize content to get the right message to the right people at the right time. If the advertiser isn’t organized to connect with people and publish the right content, failure is inevitable.
No wonder some brands continue to ask what Facebook is doing for them. In reality, these brands should be asking what they can do for people. Criticizing any platform is easy. Much easier, it seems for many advertisers, than organizing internally and publishing compelling content.
How can one company selling the same type of product--a car--see unequivocal success while another says it doesn’t even know if a consumer has seen the ad? Through Facebook, Ford has earned lifelong brand advocates who will forever think differently about the company. Kia Motors, on the other hand, are not taking a rigorous and systematic approach to measuring Facebook marketing, as evidenced by their inability to communicate their results and build a community at scale.
The answer is simple: Facebook is a site that connects nearly a billion people to each other globally. However, it’s your job as an advertiser to say something that’s interesting, and to measure the results. Facebook has created a large and vibrant ecosystem to help you out. In order to succeed, companies need to organize internally and optimize content to get the right message to the right people at the right time. If the advertiser isn’t organized to connect with people and publish the right content, failure is inevitable.
No wonder some brands continue to ask what Facebook is doing for them. In reality, these brands should be asking what they can do for people. Criticizing any platform is easy. Much easier, it seems for many advertisers, than organizing internally and publishing compelling content.
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