Facebook brand pages: Differentiate or die

A while back we had a series of posts that addressed the question, Is Facebook engagement obsolete? This guest post by Simona Stavrova is a timely follow-up reporting on recent research regarding the challenges brands face when trying to foster engagement and have a conversation on Facebook.

Why this, why now?

This blog post arose through discussions about the effectiveness of Facebook as a marketing communication tool in the way that it is currently used by brands. It also led to inquiries about the possibility for increasing engagement to make the most of Facebook’s potential as part of the social media mix.

Due to its huge user base, Facebook is considered an attractive way to reach a large audience. Lately, building a Facebook community, whether a page, app or contest, seems to be the answer to every marketing challenge. The social network promises to help brands, “reach the right audience for their business and turn them into customers”.

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Does Facebook deliver the right audience?

Have we found the answer to building a relationship with our current and potential customers? If only it was that easy.

Studies have found that

a) Facebook audiences do not engage with brand-created content,
b) Likes are not a valid measure of success, AND
c) the credibility of Likes has come into question (i.e. people or paid spammers?).

The low engagement generated by brand pages (i.e. people clicking on a link and reading the content) leads to the conclusion that Facebook is not a useful communication channel, especially in terms of generating sales.

Why is Facebook engagement so low-level?

To answer this question we must consider the average user’s motivation to join and use Facebook.

A study by Hunt, Atkin and Krishnan did just that. They concluded that motives for being on Facebook are related to interpersonal communication, self-expression, entertainment, and passing time. Entertainment in particular was indicated as a driver for participation.

If people on Facebook are largely seeking entertainment, what are the implications for the brand-consumer relationship, and reasons for connecting with a brand?

Researchers at the Chief Marketing Officer (CMO) Council surveyed 1200 consumers who use social media to engage with brands about their motivations and expectations. According to their findings, a Like indicates a wish to fulfill two main desires:

1. become eligible for exclusive offers, discounts and promotions, AND
2. share personal experiences and opinions about the brand with like-minded people.

So, most Facebook fans want to connect with their friends, entertain themselves and occasionally get a discount coupon, which means even though the audience is large, it is also largely uncaring.

What do you think, are these fair-weather fans or loyal customers?

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Should we disregard Facebook?

Not necessarily. What is important to consider about Facebook as a communication platform is that, in spite of its inability to encourage consumption through engagement, it is a powerful tool for spreading a brand’s message, including word of mouth (WOM). People can interact with brands while communicating with others about them, thus creating a many-to-many communication environment.

This dual nature of communication on Facebook transforms it into a powerful tool for reaching a large audience not necessarily connected to the brand. However, it must be done right, and therefore you have to provide unique content that your clients value. A sweepstake will not do!

This also means brands should provide content that is worth sharing, rather than attempting to achieve the promised engagement.

Facebook is useful for raising awareness, as it allows messages to spread quickly and widely. Brands must understand the online audience and how their marketing messages fit within the user experience. Facebook is and should be regarded as just another piece of the puzzle, and its potential effectiveness should be considered when developing a marketing strategy.

Bottom line – take-aways

There are four things to keep in mind:

1. Facebook might not be an engaging platform for brand-user relationships, but due to its large user base, it cannot be ignored.
2. Instead of building a relationship on Facebook, brands should focus on spreading their marketing messages.
3. True engagement and real relationships are better left to other channels.
4. Differentiate or die: Offer fans unique and innovative content that represents value from their perspective!

How many fans actually bother to have a conversation with brands on Facebook? One study suggests 0.45 percent or less, and it concludes that having a Facebook conversation with a brand is not a top priority for consumers. Seriously, I only want to get in touch with my butter brand if I have a complaint.


More resources on Facebook advertising and engagement success:

– Hunta, Daniel, Atkin, David & Krishnan Archana (June 2012). The influence of computer-mediated communication apprehension on motives for Facebook use. Journal of Broadcasting & Electronic Media, 56(2), 187-202. DOI: 10.1080/08838151.2012.678717 Retrieved August 18, 2012 from http://www.tandfonline.com/doi/abs/10.1080/08838151.2012.678717
– Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons , 52 (4), 357-365. Retrieved August 18, 2012 from http://www.sciencedirect.com/science/article/pii/S0007681309000329
– Variance in the Social Brand Experience – study by the CMO Council
– 4 must-haves for going viral
– Facebook: Why is nobody listening?
– ComMetrics 2012 social media trends: Engagement
– Xing Social Media Monitoring group – Facebook FIRSTS – trends you must watch out for

A question for YOU

How do you measure the success of your personal or company’s Facebook page?

Please leave a comment! 

Tip: Search for more ComMetrics and CyTRAP sources on ROI, KPIs, benchmarks and measurement of social networking efforts (click to query).

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The author: This post was written by social media marketing and strategy expert Simona Stavrova, who also writes about issues that connect social media with communication, and thrives on the challenge of making it all work well for business.
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