How Marketers are Missing Out by Focusing on Facebook

By Rory Martin, Social Media Today:

With all the available social networking opportunities, businesses may forget why they came to social networks (like Facebook) in the first place – to drive traffic and sales.  Unfortunately, we see a number of marketing tactics employed each day, that send social media users to branded social networking pages, without any bridge to the business’s corporate website.  Though it seems counterintuitive, Facebook is not an ideal medium to broadcast your brand message.  That’s not to say Facebook is not useful in amplifying your marketing tactics.  Facebook should be used as a bridge for users to connect to your website.  Here’s why.

Your Posts are only reaching a minority of your fans.

According to Datamation.com, “For the most popular businesses on Facebook, those with more than a million “fans,” fewer than 3 percent of those fans are seeing the companies’ daily updates… The picture improves for smaller companies. For those with between one thousand and ten thousand “fans,” the percentage is just under 10 percent.

The report found a general reverse correlation between number of fans and percentage of fans seeing updates every day… Read more

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