And with all the news Twitter has been making lately, both pre- and post-IPO, it’s easy to see why.
Of course, when assessing the ever-increasing importance, influence, wealth and reach of social media, users, brands and digital marketers alike can’t afford to overlook the far-reaching social network that is Facebook.
That was the tactic and position one well-known Forrester Research analyst and blogger took recently, and we weren’t the only ones to question the validity or value of such a sour stance. Some, in fact, were even very vocal in their disapproval. But that was far from the only news Facebook has made involving marketing and advertising in recent weeks.
Facebook recently announced they have hired Michelle Morris, formerly auto industry director at 800-pound online gorilla Google, to serve as U.S. Industry Lead, Auto. Morris will work from Facebook’s Detroit office to help automakers better build their brands on the world’s most popular social network. Morris will come to Facebook with seven years of leading advertising strategies for Google’s North American automotive team under her belt. Before that, she led the Chrysler brand account at legendary advertising agency BBDO.
“With Facebook’s offerings, automotive marketers can build and strengthen brand opinion, consideration and loyalty while maximizing efficiencies at every level of the purchase funnel,” said Morris in a statement. “There has never been a more exciting time to work in the auto industry and Facebook’s unique capabilities will deliver results across the entire vehicle shopping and ownership experience.”
Facebook says it works with every top auto brand in the U.S., including Hyundai, Nissan, Volkswagen, Ford, Chrysler, General Motors, Toyota and Subaru. G.M. famously parted ways with Facebook (and pulled out of its $10-million ad campaign) in a very public rift in 2012, but returned to advertise on the social network less than a year later.
The Local Media & Advertising Experts, as BIA/Kelsey describe themselves, unveiled data that showed that 54.5% of small businesses (or SMBs, for short) are utilizing a Facebook page for online marketing. That figure was higher than SMBs who reported using online marketing channels such as Google (36.3%), Twitter (33.8%), LinkedIn (32.7) and YouTube (30.6%), and not far off the total who currently use a website (60.4%). Additionally, another 38% of SMBs said they’re likely to adopt Facebook marketing within the next 12 months.
Facebook COO Sheryl Sandberg also stressed that SMBs make up a large part of the equation at Facebook, claiming that of 11 million SMBs, 7 million are active with a Facebook page, and 3 million of them make at least one post per week. A Comscore/Neustar/15Miles study, included in the report, showed that Facebook has the second largest app usage for local search, behind only Google. Sandberg added that targeted ads for SMBs are a big opportunity.
The BIA/Kelsey report also predicts that mobile advertising revenues will surpass desktop ad revenues by the end of 2013. At the moment, some 48% of Facebook’s daily active users only use mobile devices, and 49% of its total ad revenues result from mobile ads. Twitter’s mobile platform ad revenue currently ratio ranks the best among social websites, at 70%.
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