I love to see brands generating innovative, engaging and creative advertising online. Yet, I’m always surprised at how little effort companies put into Facebook from a creative perspective, especially given the noise they make about using the platform and the levels of engagement often put in.
Arguably, Facebook does have a static format that needs changing, but it’s not that difficult – or expensive – to come up with some great landing page manipulation through Facebook Markup Language (FBML)... And some brands are taking advantage of this, to great effect.
Here are a few examples from our How to Create Amazing Facebook Pages guide...
Facebook advertising appears to be a rising tide that lifts all social media boats. According to eMarketer, the ad spend on social networks is set to hit $1.7 billion this year. That's a 20% increase, and at least half of those ad dollars will be spent on Facebook.
The social graph is something that the digital world is struggling to understand right now. How important are the connections within your digital social circle? Who are the most important connectors in your graph? How far does influence travel online?
Well, according to a study from Invoke Solutions, it's still real world friends that hold the most sway with consumers online. And while Facebook has made a niche for itself by fostering online relationships between people who are friends or know each other offline, on Twitter there could be trust issues.
As social media adoption continues to grow, many marketers find
themselves struggling to track down and engage the right audience, which
could explain why sharing site Stumbleupon has seen such rapid growth
in its advertising platform since launching in March.
The first venture into social media for many companies, whether a small start up or a big brand, is to create a Facebook page to 'experiment' with social media, which is seen as an add on to other marketing activities.
But just putting a page up onto Facebook, with no coherent social media strategy, is unlikely to do anything for a brand.
A few months ago, I wrote about how a large chunk of e-commerce’s future is extremely likely to lie with Facebook. The recent announcement of half a billion active members should be enough to have any e-commerce or marketing professional chomping at the bit to seize the opportunity, get engaged and start selling.
Surprisingly though, there seems to be a lack of exploration into the existing possibilities...
Although 90% of tech brands have a presence on at least two social networks, they are failing to make the most of opportunities for customer engagement, with many failing to respond to tweets and comments.
Wildfire's 'Putting the 'social' back into social media' report looks into the social media activity of the Deloitte Fast Tech 50, finding that not enough brands are having two-way conversations with followers.
Social media advertising may still be seen as chump change by some, but brand advertisers like what they see on Facebook. And according to the company's Chief Operating Officer Sheryl Sandberg, many large brand advertisers have increased their ad spend on the social network by 20 times or more.
If Facebook can retain — and even grow — its userbase over the next few years, the site may soon be stealing large brand contracts from larger digital publishers.
Facebook recently announced it has hit the major milestone of 500m users, following hot on the heels of the news that, in the US,
the site has overtaken Google for the first time. This is truly
remarkable growth for a site that only launched in 2004.
However, can we judge the effectiveness of Google vs Facebook based
simply on the size of their respective user bases? Should we be
diverting more budget towards Facebook at the expense of search?
Facebook’s ubiquity and Twitter’s ease of use have long made them
favourites for businesses entering the social media space for the first
With increased resources being assigned to social media teams however,
it can be difficult to stand out in the crowd.
Short-form blogging site Tumblr believes it offers a solution however, and is currently working to increase its mainstream recognition,
actively courting newspapers, magazines and other traditional media