Advertising on Social Networks Doesn't Work

ComScore has just released data showing that social networking websites still charge much less for digital advertising than traditional websites.

D’uh!

This should come as no surprise. People find social networking addictive. They spend hours checking the latest updates on the Facebook wall. For many it is the first thing they check in the morning and the last thing they check at night.

People find social networking unbelievably engaging. One can assume from this that the actual content must be pretty interesting. So why would anyone expect people to notice small ads on the side when the content in the middle is so damn good?

The answer is simple – they shouldn’t. Social networking by its very nature is not as well suited to regular ads as traditional websites.

What can your brand do about it?

Don’t worry, there is some good news for your brand. Social networkers have shown a tremendous willingness to engage with brands through social platforms. Today, Starbucks is just short of 10 million fans (or ‘Likes’) on Facebook giving the company access to a huge pool of potential brand advocates.

By engaging with these fans, Starbucks (or any other brand for that matter) has the chance to build brand loyalty with users in a much more meaningful way than is possible with regular ads.

The idea of ‘engaging instead of broadcasting’ through social networks has become a cliché, but for good reason – it works.

What do you think? Is your brand still relying on regular ads on Facebook?

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