Does Your Marketing Strategy Account For User Intent?
With more than 1 billion members, Facebook boasts the largest membership of all social networks; thus making it the biggest player in the social media arena. However, having mass appeal has its downside, and many brands have had trouble tapping into the vast network. This year, GM cut its entire Facebook ad spend of $10 million, as product director Pat Morrissey states, ”the return on investment of Facebook ads is just not there”.
This statement isn’t true across the board; many brands do see a positive ROI on Facebook, especially in branding and community interaction.
However, Facebook lacks user intent. Facebook thrives off of its coolness and mass appeal; users flock to the site because their friends are also on the site. Users never joined Facebook with the intention of buying items, or being solicited by companies.
There is one social network built upon the basis of user intent…LinkedIn.
Defined as the “professional network”, LinkedIn set out to become the social network for professionals and has done just that. Continue reading