Recently eMarkter updated their charts about the top reasons people became fans of brands on Facebook. Ignitesocialmedia.com points out that the results show a shift from the rather opportunistic "to receive discounts and promotions" to "to get the latest news about the brand".
So what does this mean for Facebook Page administrators? Here are some tips from the Fans in the research - in order of importance:
- Advance information and previews of future products, future offers
- Ability to take part in games, competitions
- Access to exclusive information
- Invitations to events related to the brand beyond Facebook
- Involvement in the development of new products, new offers
- Ability to order products online from the page
- Discussions with brand representatives
The true cost of a social media campaign depends on the size and reach of the campaign itself.
Some factors to consider, from The Real Cost of Social Media infographic @ focus.com:
- Staff costs, like your marketer's salary
- Advertising, like Facebook Ads
- External fees
- Other, e.g. tracking tools, technical/creative costs
On the bright side, only half of the respondents of an eMarketers survey felt that "low cost" was a benefit of social media:
This is no longer true.
From the infographic The Rules of the Online Road - Transparency vs Anonimity @ namesake.com:
Earlier this year, Facebook founder Mark Zuckerberg was quoted as saying that he champions a single identity transparancy - or an online presence that dissolves the walls between our private and public selves. Christopher "Moot" Poole, who leads the well-know image forum 4chan and its growing anonymous user base, positions himself on the opposite end of this debate. He fights instead for the right to maintain undisclosed identities in order to promote unfettered content sharing.
Zuckerberg, on "the Facebook Effect" and having a single identity:
You have one identity... Having two identities for yourself is an example of a lack of integrity.
According to the creator of Facebook, by presenting more than one version of your "complete" self, you are being inauthentic and cowardly in refusing to disclose your identity as the statement-maker.
What's so great about having a single identity?
- Associates the content creator with the content
- Enforces accountability and legitimacy
- Prevents bad internet practices (slander, etc)
Poole, on why a single identity would be negative:
The cost of failure is really high when you're contributing as yourself.
During a recent SXSW keynote speech, the 4chan leader contended that when you contribute with an open identity, you have to be willing to accept failure and criticism in public. This ends up dissuading many from speaking up or establishing controversial viewpoints.
What's so great about anonymity?
- Allows expressions of opinions without repercussions
- Fuels creativity and experimentation
- Encourages authentic content sharing
What do you think?
[Belgian] marketers really need to bring their knowledge of social media up to speed. Although they’re convinced of the usefulness of social media and they really want to invest in dialogue with the consumer, they lack basic competences to create content, to concretely handle the conversation and to analyze the results. Almost 40% of marketers are not really satisfied with the results of their social media activities, and even more, almost 60%, state that they do not know the Return On Marketing Investment (ROMI) of these activities. Probably, the low satisfaction rate is strongly linked to this lack of knowledge of ROMI.
In The Conversity Model I don't really recommend a Facebook Page if your only objective is to drive traffic to your website. Things change, however, if you use Like Buttons and other Social Plugins on your website.
A recent study by Pew Research Center’s Project for Excellence in Journalism investigated several traffic drivers online for news sites. Pew’s report also states that finding news is no longer important in this digital age - sharing the news is: “Google and Facebook are increasingly set up as competitors (for) sorting through the material on the Web."
A few other highlights from the report:
- 30% traffic originates from Google organic search
- 3% traffic come from Facebook through Like Buttons and links posted by users
- In comparison to Facebook, Twitter seems to make little or no effect
- 77% percent of the referral traffic comes in the form of casual users , who visit these sites not more than twice a month
- Facebook An Important Source Of Traffic For News Sites: Pew Internet @ watblog.com
- Where people Go, How They Get There and What Lures Them Away @ journalism.org
This week Facebook modified its infamous Promotion Guidelines - you know the ones that used to state that [...]You will not communicate about or administer a promotion on Facebook if: [...] The promotion, if a sweepstakes, is open to individuals residing in Belgium, Norway, Sweden, or India; [...], causing some big Belgian brands to get their Pages temporarily disabled.
The current Facebook Promotion Guidelines still govern how companies can run or advertise sweepstakes, contests, and other promotions on the Facebook platform. The exception for Belgian Facebook Pages is fortunately gone, but the key points are still there:
- Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or an app on a Page Tab. You cannot use Facebook features or functionality as an entry mechanism. Examples: you cannot give people entries simply by liking a page.
- You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. For example, you cannot condition entry upon a person uploading a photo on a Wall, and collecting as many "likes" as possible for that photo post.
- You cannot notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages., such as through Facebook messages, chat, or posts on profiles or Pages.”
Author Wesley March has summed up a few things that she thinks Page owners are still allowed to do in the context of a contest:
- Use Facebook to mention and provide links to contests we are holding elsewhere (unless it’s a Facebook contest; see below).
- Continue to run “Like Me” contests on our author websites. However, we can only use Facebook to monitor the number of people who become a fan. [...] Publicity for “Like Me” contests will have to come through Twitter [...] newsletters, our own websites, etc.
- Announce that you’ll run a contest AFTER you get a certain number of “Likes.” Then run the contest on a separate tab through the third party app or on your own website.
- As far as I know, these rules apply only to pages. Unless it’s hidden somewhere that I haven’t seen, you can still run contests through your individual/personal accounts.
What do you think of these?
And for the Belgians: don't forget that “promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an expert.” - especially when your contest might be an infringement of, among other things, Belgium's strict Wet op de kansspelen / Loi sur les jeux de hasard.