Facebook Struggling to Deliver for Brand Advertisers?

From the Digital Domain

column in the NY Times:

“Independent experts on Web advertising have been watching, however, and what they see is a myriad of difficulties in making brand advertising work on social networking sites. Members of social networks want to spend time with friends, not brands.

“When major brands place banner advertisements on the side of a member’s home page, they pay inexpensive prices, but the ads receive little attention.”

Tide In Facebook

The article cites P&G’s most successful campaign in Facebook, for Crest Whitestips, which used free concert and movie tickets to entice 14,000 members to become “fans” of the brand, 4000 of whom later relinquished their fan status. The article also cites a Tide 2X Ultra campaign that invites visitors to submit “favorite places to enjoy stain-making moments,” which, you’d figure, would spark plenty of activity. But so far there are 18 submissions, two of which come from P&G employees.

Randall Stross, the article’s author, concludes:

“Brand advertisers on Facebook can try one of two new approaches. They can be more intrusive, but the outcome will not be positive. Or they can create genuinely entertaining commercials, but spend ungodly sums to do so.”

There’s a third path: genuinely entertaining and relevant campaigns that don’t cost ungodly sums. Check out what J&J’s Acuvue, BMW, and Intel have done, to name a few. I wish they were paying FM and Graffiti ungodly sums!

  1. # Todd said: December 15th, 2008 at 7:37 am

    Mashable wrote about companies using Twitter:

    http://mashable.com/2008/12/14/brands-do-twitter/

    …In my unscientific research I see that 9 out of 10 companies on Twitter completely fail to “get it”. They use Twitter as a megaphone, when its true function is as a parabolic microphone, and they are often not following anyone at all.

    As to the Comcast example, it seems every month Comcast commits some awful crime against the consumer ( bandwidth caps, unjustified raising of prices, misuse of customer’s personal data via Plaxo, etc. ) but never address it via Twitter. So even though they seem responsive, when push comes to shove, “Comcast Cares” really doesn’t.

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