It’s not new to hear that Facebook’s “like” button is suspect when equated with success. And articles like this one, Study: Only 1% of Facebook ‘Fans’ Engage With Brands, that state how purchases do not go up after someone becomes a “fan” of a product or brand show how weak the FB connection can be between consumers and brands.
So are the new metrics going to be any better? The new feed system that allows people to subscribe to feeds, unsubscribe from them, and only really see “top news” has already shaken up FB marketing. Brands know that if they are ever going to be seen they have to get individual messages to be liked and shared, so if your aren’t putting out anything interesting – you’re dead. But even if you do, lets say you are very successful in disseminating your feed, then are you going to see an increase of trial or repeat purchases? I’m thinking that trial may go up due to the online “recommendation” of friends or through a contest/discount/coupon given out on FB. I’m thinking this would work like mommy bloggers, where one influencer posts about the brand and others follow. Still not concrete evidence for success, but it could help.
FB can always be used to build relationships, address complaints and problems, and hopefully develop loyalty and goodwill that way – if they can get the word out to the masses and keep on top of their mentions. But the conversation online is run by others, not the brand itself, so trying to make it what you want can be problematic.