Facebook Still THE Social Network of Choice for Marketers

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Matt Gault on June 28, 2012 11:57 AM | Permalink | Comments (0) | TrackBacks (0)

With an audience of nearly two billion eyeballs (900 millionactive members x 2), Facebook is the king of all social networks and a goldminefor marketers. Because of this, the channel is congested with marketingcampaigns and brands are now challenged to find innovative ways to captureconsumers' attention. While one may presume that engagement with brands wouldbe on the decline because of this over-messaging, our three-month studyproved otherwise.

The twenty retail brands we studied, all of which target theimportant 18-35 year old segment, released more Facebook campaigns month-over-month.Surprisingly, at the same time, consumer engagement grew at an even fasterrate. This finding alone can justify marketing spend on the channel and squashany marketers' fear that Facebook programs are a waste of time.

Before investing your dollars in Facebook--in the marketingsense, at least--you should do your "due diligence." We discovered more trendsfrom our research that you should take into consideration when optimizing yourmarketing programs. See below for details.

Day of the Week Trends

Campaigns got the most engagement on Tuesdays. Ironically, Tuesday: Ranks 4th in terms of when campaigns are actually deployed Is one of two weekdays showing a decrease in the volume of deployed campaigns

The number of launched campaigns and the most used days ofthe week varied over the time span of our study, which implies that brands weretesting their marketing tactics to see what worked best for their uniquebusiness and follower base.

Campaign FrequencyTrends

The five most engaging retailers on Facebookdeployed 20-32 campaigns per monthThe five least engaging retailers deployed around54 campaigns per month

This suggests that a high quantity of Facebook campaignsdoes not necessarily equate to more engagement and marketing returns for yourbrand.

Content Type Trends

Out of the retailers we studied, Ann Taylor andThe Limited were customer engagement stars, creating 73% of the most engagingFacebook postsTop-performing campaigns clearly answered thefollowing questions for customers: What doyou want me to do? Campaigns conveyed the desired consumer behavior. What do Iget in return if I do what you want me to do? Campaigns provided anincentive for carrying out a certain action. How can Ibe the boss? Campaigns put them in charge.

Email Marketing +Facebook Trends

Engagement on Facebook increased by about 50%when an emailcampaign was launched in the same timeframeEngagement on Facebook increased by 100% whentwo email campaigns were deployed in the same timeframe

With the prevalence of social share buttons, thesecorrelations can work in your favor if you lead your multichannel marketingstrategy with email.

While these trends were solely based on data from the twentybrands we selected for this study, we have 2 final recommendations:

Explore your competition's Facebook marketingprograms that stick and adapt your strategy accordinglyVary yourcampaigns and content for your brand and always ensure what works and what doesn't by testing, testing, and testing again. 

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