Why Most Facebook Marketing Doesn't Work
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Why Most Facebook Marketing Doesn't Work
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Re: Why Most Facebook Marketing Doesn't Work
#2The second page of the article claims that asking for extended permissions on a Facebook application results in significant drop-off. The article doesn't cite any data, and this contradicts my impression that users blindly click through any and all dialog boxes. Wonder which is true.
Re: Why Most Facebook Marketing Doesn't Work
#3The second page of the article claims that asking for extended permissions on a Facebook application results in significant drop-off. The article doesn't cite any data, and this contradicts my impression that users blindly click through any and all dialog boxes. Wonder which is true.
I am curious about this as well, especially since when working on a facebook photo app we did A/B testing of the difference between asking for just the basic permission and asking for a page of permissions (publishing, photos, offline, email etc) and we saw no difference and no drop off. this was a delayed permissions grant as in people can browse the app without granting any permissions and permissions were only requested when they needed to goto the next step so to speak.
Re: Why Most Facebook Marketing Doesn't Work
#4I've been playing around with Facebook communication for the last couple of months. For instance, I created a fan page for hn-books ( http://www.facebook.com/pages/Hn-books/176636875710129?ref=s... ) and for what it does, it's a nice little hack. It's deeper than a tweet, easily allows multimedia posting, provides a bit of a water-cooler, and, since the feed shows up on all of hn-books pages, people who visit the site can see what's going on in the FB page, and vice-versa.
As this article indicates, I think it's probably very easy to get into trouble with overdoing it. FB is more like a new form of communication channel, not a new form of marketing, if that makes any sense. You see this same confusing the medium with the message with marketers on Twitter. FB just carries my same message -- looking at some cool books, did a review last night, etc -- that Twitter might. It just has slightly different capabilities. I am beginning to think of these different tools almost like channels on a TV set. If you wanted to have a conversation with a certain group of people who like a similar thing, you wouldn't sit around obsessing over a certain cable channel and how you were going to use all it's capabilities to construct complex interactions. Instead, you'd figure out what kinds of conversations you wanted, then pick among dozens or hundreds of channels that help you talk back and forth in different ways. Message first, not medium.
Re: Why Most Facebook Marketing Doesn't Work
#5Geee, instead of wasting all that money they could have given me a fraction of it and I would have simply told them Facebook marketing is a waste of time for your brand. Seriously, people care about funny videos and celebrity scandals more than they do about their own safety, what makes them think they will bother interacting with whatever brand that's being promoted?
The only way their brand would benefit or get any attention is if they had someone make a viral app, which I doubt they know how to.
Re: Why Most Facebook Marketing Doesn't Work
#6The second page of the article claims that asking for extended permissions on a Facebook application results in significant drop-off. The article doesn't cite any data, and this contradicts my impression that users blindly click through any and all dialog boxes. Wonder which is true.
This is total bs, pardon me. I've had numerous viral apps over the years and it didn't matter if you asked for extended permissions or not, users will give you any permissions you ask for indifferent to how much you want them to give you.
Re: Why Most Facebook Marketing Doesn't Work
#7>Facebook users are very sophisticated
Whoa, that is news to me. I always thought Facebook catered towards the lowest common denominator. The average Facebook user is not that sophisticated by definition of using Facebook over alternatives. Most sophisticated users are early adapters and they are probably not using Facebook to engage brands.
Indeed brands shouldn't try and create over complicated apps to gain attractiveness. Sticking to simple marketing, like Old Spice. Create one unique thing and play it over and over until it finally dies.
Re: Why Most Facebook Marketing Doesn't Work
#8The second page of the article claims that asking for extended permissions on a Facebook application results in significant drop-off. The article doesn't cite any data, and this contradicts my impression that users blindly click through any and all dialog boxes. Wonder which is true.
I, too, am curious how they've come to that conclusion. I would think it makes a difference what the app is asking of you. Asking for a "like" is certainly much less invasive than asking for access to your friends, photos, personal info, refrigerator, etc... In a split second, the longer/deeper that list is, I'd think the less likely someone would be to click "OK".
Re: Why Most Facebook Marketing Doesn't Work
#9Note that this article is targeted at brands and not startups. If your objective is conversions instead of engagement, Facebook marketing can work very well.
Re: Why Most Facebook Marketing Doesn't Work
#10It depends upon what you are marketing.