During my master degrees (Digital Marketing in SF and International Management in Paris for those who are curious) and my internships, I had to complete many marketing plans.
Of course, as a human being living in 2012 I always made of point of adding a social media strategy. The same answer always came from all sides: “Let’s create a Facebook page!”.
Of course, it’s way cheaper than ads on Google, or even free, it’s quick, easy but I always though it was an inefficient solution.
Yes, everybody is on Facebook. But yes, everybody is annoyed by ads and yes, even your fans on Facebook will be annoyed by your constant spam.
According to Facebook, there are more than 2.7 billion “Like” on the whole social network. Does that mean that all these people are ready to run to the grocery store and buy the product they just like as fast as they can? I don’t think so. The conversion rate is lower than 1%, hence liking something on Facebook almost never drive to a buying process.
So maybe we can, at least, expect that all these likes will drive to a better brand awareness. False, again, the engagement rate is lower than 0.5%… Concretely, a Facebook user will probably like the brand without reading, interacting, or posting at all.
The paid advertising is not more efficacious. Facebook got loads of bad press because of its intrusion into users’ private lives. The main goal was to create uber efficient targeted ads to got the hook into customers.
Let’s calm ourselves, paid advertising on Facebook is so ineffective that it can’t be harmful. Its dramatically low click-through-rate of 70% below average is due to the Facebook’s content and organization: there is so much going on on Facebook that the user can’t focus its attention on the ad.
The tricky thing about ads and fan pages on Facebook is; even if it’s not extremely effective, nobody dares not to be there.