Facebook Engagement Paradox

People are exposed to Facebook Brand Page Word of Mouth, Facebook Ads, Search, Events, Retail, etc. Facebook ‘Owned’ Media ‣Newsfeed Impressions Facebook Promoted Posts ‣Newsfeed ads highlighHng brand acHvity ‣Custom Audience targeHng ‣Dark posts The Facebook Engagement Paradox Marketers are focusing 100% of their eﬀorts on the 1% of people who engage with their pages Facebook ‘Earned’ Media ‣Open Graph AcHons ‣User Generated Content Stories ‣Engagement AcHon Stories 16% of these people are exposed to brand messages, or ‘organic reach’ 1 Some of these people like the page. ‣The majority of fans rarely engage and are not exposed to messages from the brand ‣Investment is required to drive re engagement via Facebook media, tradiHonal media or loyalty programs Others may be exposed to paid messaging to increase the reach of brand messages MarkeHng Focus: Content Strategies, Promoted Posts MarkeHng Focus: Media IntegraHon, Open Graph, Marketplace Ads MarkeHng Focus: Social Loyalty Programs, Database IntegraHon Under 1% of fans engage with pages 2 Paul Cowan 2013 @cowanpkc Exposure Opportuni9es 1 Sources: Facebook 2 Source: EhrenbergBass Ins?tute

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Although Facebook is a great tool for creating relationships with customers, the paradox of this channel is that despite efforts to grow a fan base, marketers will always have to invest direct media dollars or integrate Facebook with overall marketing efforts to drive continual engagement. Marketers generally spend a disproportionate amount of time and attention on the fans who engage - which is about 1% of the total fan base. Marketers need to determine the most scalable way to create efficiencies in activating their fan bases, via social CRM programs, boosting stories to the appropriate audiences or otherwise.