Brands are jumping on the Facebook bandwagon to reach customers. The Society of Digital Agencies reports that more than 45% of senior marketers worldwide named social networks and applications their top priority for 2010. Yet despite the urgency, most brands lack a strategy.
Facebook touts a staggering 500 million users worldwide. Engagement is ripe, with 50% of active users logging on in any given day, connecting to an average of 130 friends. Average internet users are spending more time on Facebook per day than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined. The attention of consumers has shifted – marketers must take action.
Marketers must apply new social marketing strategies to Facebook pages, and throw out a traditional one-way website approach.
Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices. We found Eight Success Criteria for Facebook page marketing, and then tested the maturity of 30 top brands across six industries.
The research found that – half of the brands they reviewed (14 out of 30) did not fully leverage social features to activate word of mouth, the hallmark behavior of social networks. Within this immature landscape, a few brands were on the right track to successfully harnessing Facebook page marketing.
You can read the full report embedded below.