Facebook Page Marketing: Brands put to the test

Facebook Page marketing is growing ever more popular but have you ever wondered what the successful criteria are for making the best out of social media marketing. Well we don’t have to do all the hard work for this as somebody else already has, and it makes for interesting reading about some brands falling short when put to the test.

An article over on Web Stategy by Jeremiah Owyang looks into a report by Altimeter who conducted research and found 8 criteria for success on Facebook page marketing. Some of these were setting community expectations, providing cohesive branding, participating in dialog and being up-to-date. For all the criteria and more details check out the link above.

These criteria were then tested across 30 brands covering 6 different industries and the results were somewhat surprising. The research showed that 14 out of 30 brands were failing to get the best out of Facebook page marketing to activate word of mouth. A few of the successful brands which increased engagement and activated word of mouth were Pampers, Macy’s and Kohl’s.

Using the criteria to test the brands out of 5.00 points the average scored was 2.96 with Pampers at the top on 3.88. However such famous brands as Nestle, InterContinental Hotels and Xerox were at the bottom of the list with Xerox scoring a dismal 1.88. Taking a look at the 8 Success Criteria for Facebook Page Marketing could certainly help a lot of brands improve their success using Facebook it seems.

If you want to look at the full details and report go to webstrategist.com. Does your company use Facebook page marketing and if so, will the 8 success criteria help you to improve your firm’s presence? We’d be interested to hear your thoughts on this so why not send us your comments.