By now it’s pretty clear that the “if you build it, they will come” stance doesn’t really work with social media. But despite activity, many brands still struggle with getting fans to buy their products.
Alchemy Social, a Facebook Preferred Marketing Developer, recently studied the link between clicking Like and actually visiting a businesses’ website while managing a campaign for a telecommunications company.
It used ads through the telecom company’s Page to track fans, both active and non-active, as well as those who weren’t fans of the business on Facebook to see how often they visited the company’s online store.
The study found that the Page’s fans made 131 percent more visits to the online store than Facebook members that haven’t Liked the brand. Fans also made 639 percent more visits than non-Facebook members. Once an individual became a fan, he or she visited the company’s website 30 percent more than before.
Website visitors that interacted with the ads were 20 times more likely to visit the brand’s online store than those who didn’t interact with the ads. People who interacted with the ads were three times more likely to visit the online store than those who were on Facebook, but didn’t interact with the ads.
It also appears that the social network itself played a significant role in adoption, regardless of ad interaction. Facebook members that didn’t interact with the ads were four times more likely to visit the online store than people who were not on Facebook.
While these results shouldn’t come as much of a surprise, it bears repeating: being active on Facebook pays off. Companies looking to increase sales through Facebook should focus on engaging with fans, whether through content, contests, or applications.
You can read more details about the study on Alchemy Social’s blog.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.