Brands have spent millions of dollars buying Likes. And the result? Well, they have likes. But no engagement.
Only 0.07% of fans interact with the brand through posts on Facebook!
According to a new study conducted by Forrester Research and the reports following it, social media websites are not as much of an effective medium for brands to communicate with their fans. The reason for this being that most posts are not delivered to the fans and even lesser number of fans interacts with brand posts on social media websites.
Facebook’s latest announcement to cut down on organic posts by brands that do not pay for FB marketing starting from January 2015, will reduce post reach and visibility drastically (Nate Elliot, research analyst at Forrester Research).
According to an Ogilvy research conducted earlier this year, only 2% of a brand’s fans are reached through posts on Facebook. The study also noted that the number falls by 0.5% every month. The recent Forrester research also found out that only 0.07% of fans interact with the brand through posts on Facebook.
A simple way to create more engagement with fans for a brand is to create brand communities on the brand website itself. The study also proves that among US adults, fans interact with a brand 3 times more through their website as compared to doing it through Facebook pages. Branded communities also create a connection between consumers.
Email Vs. Social Media?
Brands should communicate with their fans over emails as compared to social media posts as mails have a 90% chance of being delivered to consumers as compared to social media posts that reach only 2% of the fans. Also there are no content restrictions on what can be put on the mails as compared to social media platforms that have strict regulations. The study shows that US adults prefer to communicate through a brand’s website over emails rather than to go through Facebook pages.
What has been your experience?