To make Facebook marketing work, interactive marketers must be both an “oracle” who teaches their organization about Facebook and a “gatekeeper” who manages access to the platform, according to Forrester Research
In its recent a very well done analysis of the interesting relationship between Facebook and marketers. The study found out that when they are using Facebook as a marketing tool, for those companies that want to get their act together, it could be worth the investment for get the clear and concise action steps outlined. Also, interactive marketers need to offer value to their Facebook fans.
As we know, social media really provides a powerful new tool to convert surfers into buyers. “Social media allows marketers to two things they couldn’t do before: scale one-to-one conversations and publish their own content without a media partner,” says Joe Chernov, VP of Content Marketing at Eloqua, a marketing automation firm.
“The idea is that brands can use social media to bring closure,” Brain Solis says, the principal analyst at Altimeter Group. “By studying behavior, questions, answers, conversations, relationships, etc., businesses can learn how to design content, landing pages, and overall experiences to deliver the resolution various consumers seek.”
By that, the study also found that social networks becomes a primary source of purchasing data for some areas of consumerism.
From above figure, we can see people still trust a mediated called an algorithm, which is determined by a much less personal decision helper.
In addition, the study also found that social networks become more important to each stage in the purchase path.
From below the chart we can see the growth rate through year 2009 to 2011. Obviously, the influencing purchases is growing, but the growth rate from 2009 to 2010 is significant higher than from 2010 to 2011.
As time pass by, I think the more experienced people get with social networking the more jaded they are becoming, and the true value of what their network has to offer in regard to advice will also become advanced.