Does Facebook work for marketers?

Since going public in what may be remembered as one of biggest IPO disasters ever, Facebook has come under fire as industry observers question the efficacy of its ad offerings.

But is all of the criticism of Facebook deserved? No, at least according to comScore.

Despite the fact that a large percentage of Facebook users say they’re ignoring Facebook ads, comScore says that it’s “time to change the discussion on measuring Facebook effectiveness.”

In a blog post last Thursday, it previewed some of its findings from its upcoming report, The Power of Like 2: How Social Marketing Works. comScore’s key claim: “Facebook earned media is having a statistically significant positive lift on people’s purchasing of a brand.”

It came to this conclusion through a “test vs. control methodology”, which the analytics firm believes is far superior to the surveys which have indicated most Facebook users are not paying attention to ads and marketing content on Facebook.

“While surveys can be useful in assessing ad effectiveness lifts across attitudinal dimensions such as brand awareness, favorability and purchase intent, people tend not to provide very accurate assessments of their own behavior. And their accuracy in recalling their own behavior over an extended period of time can be especially unreliable,” comScore’s Andrew Lipsman explained… Read more

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