This is really long URL, but worth it — for those of us who have questioned the blind faith in the power of social media to “build relationships” with brands that (presumably, although never explicitly stated) result in increased sales, true-loyalty, brand ambassadorships and so on, this piece of research is enlightening.
However, just because only 1 out of every 200 people who “like” the brand actually create any content about it, does not mean that the whole facebook exercise is pointless. But, the point of the Facebook exposure is, ultimately the same as any other exposure: exposure!
And, as I have written here before, exposure and frequency of exposure is key to building brands. Engagement, though nice, does not actually build brands (it may deepen relationships, although some may also question the point of this as well). But the idea that thousands of people see the brand, maybe feel something about the brand, is certainly worthwhile.
So, keep up the good work on Facebook!
Filed under: Uncategorized, advertising, branding, Facebook, Laurence Bernstein, protean strategies, social networks, subliminal advertising
