The horse-shit you read about Social Media Marketing and the true value of a Facebook Fan can come from any place these days, not just from Silicon Valley. Here’s proof: a nice “study” coming from an Advertising Agency in Zagreb, Croatia.
So, here’s how it goes: they took 8 brands which had Facebook Pages — and I don’t even want to think that they may have chosen them to make their study look better. Let’s say they did not take out any brand page that had poor numbers. They calculated the average number of impressions per status and then divided that number by the number of fans each company had. This was, in their opinion, the “number of impressions per fan”, even though, to their credit, they were the first to point out that it was very possible that part of these impressions were viewed by people coming from either Facebook or search engines who were not “fans” of those brands. There is no mention in the study of the average number of posts these brands made on their Facebook Pages; however, they are very happy to think that if those brands made a post every single day, Christmas included, their fans would be ecstatic – I mean, who wouldn’t want to read a post a day from their favourite brand of beer? (and cookies, breakfast cereal, toothpaste, home appliances, toilet paper etc). Multiply that by 5 years (seems legit: read a post a day from your favourite beer for 5 years) during which, of course, Facebook would never change its rules like it does every other month, and you get 2,646 impressions per fan. If those impressions were bought at $ 10 CPM like they were banner ads (banner ads on average sell for $ 10 CPM in Croatia? Really??), then there you have it: every fan on Facebook is worth $ 26.46. Oh, yeah!
Julie Fleischer, Kraft’s director of data, content and media speaks about Content Marketing at Kraft and states the obvious but yet unspoken and very welcome truth: brands shouldn’t post content they don’t deem worth of paying to distribute.
The days of free organic reach are rapidly coming to an end. If you wouldn’t spend money behind it, then why do it? It’s shouting into the wind without making a sound. How many of us are guilty of being slaves to a calendar or posting cadence?
In other words: if only 4% of your followers read it, it’s just an expense. If it is so good that you want to pay to distribute and it brings in results, great. If not, don’t do it.
Or doesn’t. Soon, we’ll find out when Like turns to buy. And how often. Or not.
Apparently, Facebook is partnering with Stripe to power a new “Buy” button.
I’m sure it’s going to be perfect from a technical point of view. But will it work?
I don’t really care. It’s certainly not something that will keep me up at night. But I ask: how much bullshit have we accepted so far no questions asked about “interactive advertising”? I am especially sceptic when all the “interactivity” which is offered and asked for is to do what the advertisers want, namely click, which as we all know is something nobody does, or, as in this case, buy. Gimme your eyeballs, go check out my shitty website and buy ‘em things! I’d be surprised if this worked on a large scale.
Facebook Content Marketing is the most stupid thing I’ve heard about in 15 years in this field. And I’ve seen a lot of bullshit. Here’s how it works, or doesn’t. You create a Facebook Page for your company, i.e. an official, boring corporate page in a place where people go to goof off while at the office. Then you start producing “content” for people to “consume”.
If you want to understand why Scotland said NO, look no further than this post and the attached Pdfs. People over 55 voted strongly against independence (57% to 43%). People over 65, almost 3:1 against independence (73% to 27%). Why? Not surprisingly, given the age of those who voted against independence, because of worries about pensions (see table 3). But pensions were only the second reason voters gave for voting No.
The number 1 reason was by far (57 to 37) that they want to keep the Pound Sterling and want none of that crap called the Euro that we have on the Continent. The only question which remains partly unanswered is how strong support for the Pound is across the different age groups, but it looks like an independent Scotland is unlikely even in the future if that means having to join the Euro-club. I personally can’t blame them.