Previously we noted that your brand\u2019s Facebook updates\u00a0were pretty much ignored\u00a0and poked a bit of fun at those who considered that a \u201cshocker.\u201d \u00a0Well, more research continues to prove what we\u2019ve been arguing for ages.<\/p>\n
TechCrunch\u00a0shares some data\u00a0from a study that links posted by big Facebook pages researched had a 0.14% CTR, 1 click per 1000 fans.<\/p>\n
Advising global brands on digital marketing I have access to a variety of social data and know how companies across industries perform in different channels. I\u2019ve also built\u00a06-figure Facebook fan pages\u00a0(that have since grown to 7-figures). And unlike the\u00a0absurd Facebook metrics\u00a0we\u2019ve\u00a0pointed out\u00a0from questionable\u00a0 research in the past, the metrics outlined in the study shared with TechCrunch sound about right for a brand without an optimized presence in the network.<\/p>\n
So, as we\u2019ve said before, we\u2019ll simply reiterate that\u00a0Facebook is fantastic place for a social outpost. Every company should be here, at minimum to protect your brand and\u00a0at least<\/em>\u00a0syndicate content from\u00a0your social hub.<\/p>\n But you basically give up any competitive search and social advantage if you are purely relying on Facebook to get your messages out there and drive outcomes. Distribution platforms such as RSS and email, while not as \u201csexy,\u201d nearly always have higher % views and CTR. That\u2019s because these channels are not stream based, rather\u00a0timeshifted. Stream-based channels are\u00a0designed<\/em>\u00a0for users to miss content, as with them users are interested in what\u2019s new, now. Use them in tandem with higher value channels: and, not or.<\/p>\n Plus,\u00a0recent research behind\u00a0consumer use of social networks is unsurprising: a majority of people use social networks primarily to connect with those they already know.\u00a0Not<\/em>\u00a0consumer brands. Sure, users are more than happy to friend\/follow consumer brands, but their top reasons for using the platform aren\u2019t really aligned with that. Which is why brands need to also\u00a0think beyond macro networks.<\/p>\n If you\u2019re\u00a0listening to data, the reality is clear: you should never rely on one traffic source, one social network (historically low conversion \/ click-through) or one search engine (can change the rules at their whim) for visitors and community. Rather, a holistic mix, including social, search,\u00a0paid tactics\u00a0and email continues to be the\u00a0smartest\u00a0approach.<\/p>\n","protected":false},"excerpt":{"rendered":" Previously we noted that your brand\u2019s Facebook updates\u00a0were pretty much ignored\u00a0and poked a bit of fun at those who considered … <\/p>\n