Jun Group, a content distribution platform, released data this week that shows brand advertisers have shifted their digital goals away from Facebook and YouTube to promote their owned online destinations.
According to the data, the share of clicks driving consumers to brand owned and operated sites more than doubled from 2012 to 2013, increasing from 28 percent to 57 percent. Facebook and YouTube, which represented 31 percent and 38 percent respectively, declined to 10 percent and 24 percent over the same period.
Mitchell Reichgut, CEO of Jun Group, said in a press release:
This shift towards owned content from social channels represents the convergence of a few big trends. First, as advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.
Justin Timberlake could post anything on Facebook and it would get a hundred thousand likes and drive a ton of traffic. He, any other celebrity, or any other brand would get the same result on any channel.
Unless you are well-known, you can’t expect that the same techniques will work for you. You’re not bringing the same size audience into the mix.
Tiger Woods could play golf with the crappiest used golf clubs and still kick our butts in a game of golf. So it’s not the tools you use, to a certain extent.
Jesse Stay is a long-time friend of ours at BlitzMetrics, and an accomplished author. We caught up with him for an interview on the strategy behind Familyshare.com’s Facebook presence.
I’ll speak today in a perspective of the news industry and pull in the Deseret News experience. There, we were building a new presence called Familyshare.com, which is a family-based news website targeting a non-denominational audience.
Instead of creating and promoting one main-brand Facebook page, we figured out who our audience is and what areas we want to target, what areas we want to move into, and we built Facebook pages around each of those, focused on the passions of those audiences for each page — passion pages.
Though T-Mobile is once again the most socially devoted Facebook brand in the U.S., overall response rate from brands dipped by 10 percent over the past month, according to a report by Facebook Preferred Marketing Developer Socialbakers.
In May, the average response rate among top brands was 48 percent. When Socialbakers crunched the numbers for June, that figure dropped to 38 percent. Three of the top brands for response rate were telecom providers — T-Mobile, Straight Talk and AT&T.
For most Facebook users, the social network has become a fully integrated part of our life. Our personalities now mesh with the online world in the form of Facebook making us all one step closer to eventually that in the not too distant future we will all in some small way become cyborgs. So the question becomes, how ingrained is Facebook into our lives?
With hundreds of cable channels, on-demand videos, HD video game consoles, and massive libraries of e-books all calling for our attention, Facebook continues to stand out as a major player for our time and attention making it one of the stickiest websites in the world.
If the reach and engagement metrics you’ve seen on your Facebook page seem a little off, it’s because there’s been a bug affecting those figures. Facebook admitted to many page owners today that there is a discrepancy between the reported reach admins see on posts and the actual reach and engagement of a post.
Many page admins can see this message atop the dashboard:
There is a discrepancy in the engagement and reach metrics for all Page Posts and Boosted Posts between 5/30 and 6/30. We are working to resolve the issue as soon as possible.
Facebook told Rachel Globus — social media strategist for ABC 10News in San Diego — who reported the problem to Inside Facebook, that the issue should be resolved early next week.
People connect with brands on Facebook for a variety of reasons, ranging from contests to a pure love of the company and products. But when a user visits a company’s Facebook timeline, a recent study shows that they’re looking for customer service.
According to a recent study by Accent Marketing, 82 percent of people surveyed use Facebook to speak with a customer service representative. Additionally, two thirds of consumers use Facebook to seek out deals and promotions — 80 percent of these opportunists are Baby Boomers.
Accent’s study summed up how consumers use the social network:
Facebook offers a unique outlet for brands looking to move beyond traditional customer service channels. More consumers are turning to Facebook to interact with brands than any other channel, showing that they expect brands to be prepared to respond and solve customer questions and complaints. Brands looking to take advantage of this opportunity should focus on empowering social media managers to quickly and effectively listen and respond to customer concerns and issues.
A study of the 3 million largest Facebook pages by Facebook Preferred Marketing Developer Socialbakers reveals that this is true, but the interaction level for brand pages over the past several months has roughly stagnated (though starting to grow) while engagement for media outlets has grown quite a bit.
Overall, for most of the bigger pages, interactions have grown since August 2013.
To the average user, Facebook can be nearly anything — a way to learn new recipe ideas, play games, check out photos, connect with family, and more. But for those trying to build a business through Facebook marketing, it might be better for them to find one or two things to accomplish and really zero in on that.
Speaking at the Silicon Beach Fest last week in Santa Monica, Calif., Facebook’s Director of Strategic Accounts, Mark Wallrapp, talked about how many brands on social media (including Facebook) try to do too much or spread their focus too thin, in hopes of casting a wider net:
If you zoom out, we’re in this world where there’s just infinite amounts of information. The way to build a business or stand out among all that clutter is to tap into emotion, or is to stay authentic to the brand voice. I think a lot of smaller companies try to be all things to all people. Identify what you’re good at and then own that and go a mile deep. I think sometimes companies try to go a mile wide and you’re just never going to land.