Facebook has taken a lot of heat lately, with industry pundits claiming the platform has “jumped the shark” for advertisers. At the same time, Facebook itself has grown increasingly creative in coming up with new ways to boost consumer engagement with brand content. Some are saying Facebook just isn’t pulling its weight for advertisers.
Communicus CEO Jeri Smith’s latest column for The Drum highlights the areas where Facebook can work best for brands – and what marketers must do to ensure it does. An excerpt:
Most brands and agencies have a backwards view of how Facebook fits into the marketing mix. It’s a platform that shines in a supporting role, but not as the foundation. The lack of understanding on this point has made a mess of cross-channel campaign planning for many brands.
When well-executed, Facebook can amplify the impact of traditional media. For example, in one study (commissioned by a client) we found that a brand’s traditional TV campaign was 8% more effective in producing brand lift among those who also saw the brand’s paid posts on Facebook. In another, we found Facebook, when seen in combination with TV ads, can amplify the impact of TV by up to 5%.
For more insights from our research into Facebook effectiveness for brands, read the whole piece.
