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Facebook Promoting Pages for Free in Effort to Drive More Fans
December 2nd, 2008
Two weeks ago, we discussed how Facebook’s recent changes to public user search listings could significantly increase Facebook Pages SEO. By adding millions of links to Facebook Pages, brand managers may notice that their Facebook Pages will be ranking higher and higher in search listings for their brand name.
Now, over the last week, Facebook appears to be taking further steps to drive traffic to Facebook Pages. According to several Page owners, Facebook has voluntarily been showing Facebook Ads driving fan sign \ups on their Pages over the last several days. As one Page owner writes,
Personally I have more than 10 pages and all of them have experienced an increase in its number of fans since 2 days ago. One of them has increased from 44.000 fans to more than 48.000 fans in 2 days (when normally its daily increase rate was 150 new fans every day).
Why would Facebook want to juice up the number of fans of Facebook Pages across the board for free? Simple: to increase brand owner engagement with Facebook Pages. If brand owners see that the number of fans to their Facebook Pages is increasingly significant, they’re more likely to spend more time investing in their Facebook Page presence - and ultimately, more likely to spend money on Facebook Ads.
Facebook wants to become increasingly important to brand owners who want to manage relationships and have conversations with consumers. The company is clearly making an effort to bolster Pages’ importance to brands in multiple ways.
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December 2nd, 2008 at 2:30 pm
True, but it is also very valuable demographic data.
eg. oh, I see that 70% of McDonalds fans are also a fan of Pepsi and not Coke? perhaps McDonalds should alter its partnership…
or, people who are a fan of x tend to also be a fan of y. Perhaps x and y should seek co-marketing strategies.
Basically, it adds a whole extra layer to just age/sex/location demographics which is very valuable.
December 3rd, 2008 at 2:24 am
Also covered on http://www.socialmediocrity.com:
Interestingly, we can expect to see the behaviours of the Fans as a group change as a result. Fervent advicacy of a brand or product will be diluted, so expect (proportionally) fewer responses to updates you might send them, or lower CTRs if you target them with ads. By definition the most fervent and vocal advocates are the ones that joined a community unprompted, rather than being invited to join.