Friday, June 22, 2012
You Do the Math
Research tells us that the main
reason potential customers visit a corporate Facebook page is for special offers and/or discounts. It tells
us that 69% of consumers “seldom” or “never” return to a corporate Facebook page after they have “Liked”
it. Further we see that 60% of marketers using social media report that it has not improved
their sales in the slightest … Then maybe it’s time to take a totally different look at how we are trying to
use social media.
5:40 pm edt
With the growth of social media, consumers,
not corporations, now have the power to drive awareness, consideration and purchase intent. We believe
efficient use of social media demands the finding of the 5%-10% of a brand’s customers who are the best potential advocates,
and then spending a little time and money to get those individuals the motivation, content/facts, and opportunities to share
their own stories with their personal friends, neighbors, co-workers, online friends, etc.
Which would you prefer? A seldom visited corporate Facebook page with 1 million
“likes”. Or 5,000 “everyday advocates” each communicating with their own network
of 300 trusting contacts on an ongoing basis?