99% of Facebook Brand Fans Don’t Engage

In an ideal Facebook marketing world, fans would like our pages, leave sweet comments on our amusing daily updates, and share their joy with their friends.

In the real world, it doesn’t work that way. You already knew that, but did you know how much it doesn’t work that way?

AdAge recently published the results of a study by the Ehrenberg-Bass Institute and here’s what they found.

1.3% of brand fans on Facebook are actively engaging with the brands they like. (Meaning I fudged the 99% in the headline slightly, but it’s more about the point than the number.) The study tracked the top 200 brands for six weeks, counting all of those actions that go into the “People Talking About This” number. That means shares, likes, comments, posts and tags.

Revenue Starts to Figure Into Social Media ROI

We’ve been saying the same thing for a while now. Everyone knows social media marketing is good for business, but no one has a surefire method for quantifying the results.

To get around this, most marketers make themselves feel better by saying that social media marketing is primarily about brand awareness. This is true and important. Having your name out there is better than not, but awareness alone doesn’t pay the bills. That awareness needs to convert into sales and that’s the problem. Not the “getting sales” part but the “measuring sales” part.

Wildfire just put together a new infographic on this very topic. You can see the whole graphic when you click here. I’d like to focus on one part.

Facebook Wants to Make a Movie About Your Life

Imagine a movie based on your life. Would it be a blockbuster adventure? A romantic comedy? Hopefully not fodder for a Lifetime Original.

Oh forget imagining, Facebook wants to make it so, with the Timeline Movie Maker. Opt in, click a few choices and you’ll have a mini movie showing the best years of your life set to music. As long as you documented those years on Facebook, of course.

AdAge thinks Facebook is using the movie maker to make Timeline “less fearsome.” Personally, I think it makes it even worse.

These functions are terrific if you have cool list of adventures on your Facebook. For the rest of us, not so much. Seriously, I don’t even want to look at mine. It’s like watching your life flash before your eyes and the most exciting thing on there is the trip you took to Disneyland ten years ago.

And Now for the Good News: Communities Band Together to Save Local Shops

Ready for another Groupon horror story?

Amy Kunkle owns Food for All Market, a specialty grocer in Philadelphia that sells food items for the very allergic. As you can imagine, it’s not the biggest store in town, it has a small, but loyal client base and up until recently, made enough to pay the bills.

Then Groupon called and convinced Ms. Kunkle that she could increase her business by offering a $15 for $30 worth of merchandise coupon. Of that amount, she would get $7.50, Groupon would get $7.50 and she’d eat the rest in the name of marketing.

What wasn’t agreed upon was a cap. Groupon sold 450 coupons and Food for All Market went belly up. In an interview with a local newspaper, Ms. Kunkle estimates that she lost nearly $10,000 on the deal.

Snickers Tweets Itself into Trouble in the UK

Social media seems like such a simple and innocent thing. Write something funny. Post it. People enjoy it, share it and it’s good advertising.

Turns out social media is actually a minefield of hidden dangers. One wrong move and it blows up in your face.

This week’s mine sweeper is Mars Candy, specifically the Snickers bar in the UK. It began with a strange series of Tweets from Maxim model Katie Price. It’s Tweeter so remember to read from the bottom up.

Who knew Miss Price had such an interest in international finance? Apparently, no one because fans soon started question whether the celeb’s Twitter had been hacked?

Soon after, another set of Tweets:

‘Tweets Still Must Flow’. . .Except When Twitter Stops Them

Free speech is one of those topics that always sends people in a tizzy. Most would agree that censorship is a bad thing, but at the same time, it’s not right to yell “fire” in a crowded theater. Unless, of course, the theater really is on fire.

This idea is tricky enough when you’re talking about books and speeches and what people say on TV. Social media, makes it even trickier. Take Twitter. It’s a public forum where people can feel free to say whatever they want — to a point. Twitter doesn’t allow excessive spam or threats and they don’t allow you to print the contact information for your ex-girlfriend. Common sense stuff.

Social Sign-Ons Help Marketers Discover the Real You

Xander: “Sure he says he’s a high school student, but I can say I’m a high school student.”

Buffy: “You are.”

Xander: “Okay, but I can also say that I’m an elderly Dutch woman. Get me? I mean, who’s to say I’m not if I’m in the elderly Dutch chat room?”

Xander makes a good point. The one cool and also creepy thing about communicating over the internet, is you can be anyone you want to be; a high school student, an elderly Dutch woman or Snow White.

People create alternate personas in order to be better than who they are or to fit in with the crowd on a particular site. People also hide their real identity to prevent embarrassment or for a more nefarious reason. They also do it to stop websites from using their data.