Why Most Brands Fail on Social Networks
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A new report from JupiterResearch sheds light on what many online marketers suspected for quite some time. Most brands are failing to make impact on social networks…
Naughton’s Law states: “We invariably over-estimate the short-term implications of new communications technologies, and we grievously underestimate their long term impacts.” Every brand should be online in the best way, know its consumers, and maximize the benefit of its online offering to those consumers.
Here are some startling facts from the report:
Startling Facts:
- The average branded social networking page has only 6,494 friends.
- Many advertisers are still building branded social networking pages that broadcast content rather than inviting users to interact.
- “Most advertisers simply don’t know how to market properly within social networks.” - JupiterResearch
New Research Suggests:
- You should promote your SM pages with paid adverts rather than relying on viral marketing to get the message out. Building viral buzz is harder than you think.
- You need to engage users on the page. Even simple forms of engagement, such as contests, on average doubled the number of friends acquired by each branded page.
- You must also appeal to social networkers’ love of multimedia to get noticed. Social Networkers are twice as likely to visit a branded page focused on media content than a branded page focused on products.
Source: JupiterResearch
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4 Responses to “Why Most Brands Fail on Social Networks”
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“You should promote your SM pages with paid adverts”
– Wow .. what do you think about that conclusion, James? Specifically, WHERE would you put paid ads to promote a Social network marketing site? I note that I keep getting hit with a targeted ad for an “over 40″ SN when I refresh my Facebook page, but I’ve never been tempted to click.
– If I followed this suggestion I guess I’d go to Facebook and YouTube. Any other ideas? (I know.. there is the upper RH corner of the page I’m on right now, but this is obviously some wacko fringe demographic)
I’d advertise ‘off-web’ actually. I’d use classic media to inform and promote the online media. For example, if I were building a social site for “ride-on lawn mower fans”, I’d probably run ads in the magazine they read.
Bottom line, use off-line adverts to drive online traffic. Prime the pumps. Get the system running. If you wait for buzz to build you’ll grow old waiting *LOL* “Cheat” Advertise… no one said you can’t mix your marketing media. I do.
Your comment caused me to grimace because you used the example of “skateboarding”. That word “skateboarding” shouts “Millennial” in my ear. I haven’t seen a Millennial pick up a magazine printed-on-paper yet.
Now, if you would have said, “Lawn Mower,” or Power-Assisted Chair, then I would agree. Go to paper.
But, reaching Millennials? There are a hundred books out there on Millennial management and marketing and a thousand more coming. I’ve only read a couple of those books, but I doubt that reaching Millennials is a paper and ink thing. — Derf
Good point Derf, the skateboarder thing was was just a bad example. I’d finished writing a post about West 49 on another site and I guess the meme was stuck in the ol’ noggin. Thanks for keeping me up to par - I’ve fixed it. Now it says “ride-on lawn mower fans” - OK