Does your 2010 Social Media Plan include Facebook? If not, it should!
A recent study by MarketingProfs surveyed business to business (B2B) and business to consumer (B2C) marketers showed that often times the most popular marketing tactics are not always the best ones.
Many companies are missing out on some of the best features and capabilities of Facebook. They often times focus only on driving traffic to a corporate website and materials through status updates and friending customers. As with everything we do in marketing we need to be asking, WHY and measuring the ROI. Many companies are doing the same thing. Sending a status update is so 2009! What are you doing that is different and will stand above the NOISE?
According to the study, creating a Facebook application was the most effective tactic but was only done by less than 50% of respondents! Yikes!
Leveraging surveys of fans is another great way to inspire and connect with your target audiences (fans). Surveys were the 3rd most common tactic attempted. Surveys help you learn about your target markets and enable your followers to learn from others and you during the process. It’s a great way to show them you also do customer research. It’s important we “eat our own dogfood” in the world of social media marketing.
Buying ads was the least effective type of social media marketing tactic overall. I would be interested to see the detail of this as I know many companies who are blindly placing ads without a lot of research, integration with their other marketing tactics. Without standard Marketing 101 ROI is going to suffer regardless of the medium or tactic. So it could be the ROI didn't exist on the ads because they were RANDOM and NOT INTEGRATED with a strategic marketing plan.