The consumer engagement book on Facebook

In the February 28 online edition of Ad Age is the following headline:

Even Sexy Brands Struggle With Low Engagement on Facebook

with this subhead:

Less Than 1% of Fans -- a Lot Less, in Most Cases -- Actually Do Something

Even so-called passion brands experienced underwhelming numbers.

Who is surprised by this finding?

Engagement isn’t all that it’s cracked up to be. Facebook and other social media platforms are still evolving as an effective media for brands. It remains unclear how best to interact with consumers in a meaningful way that results in measurable revenue as well as a stronger relationship.

It will come over time. Some brands will discover how to seriously monetize engagement on Facebook. Others will discover that Facebook is worthwhile only to maintain visibility and a dialogue – which is valuable – but to look to other media to drive revenue.

In the near term, the question is: will the findings of this very extensive study change how brands approach Facebook? Will brands continue to devote the same level of human resources, time and money, or will an adjustment occur?

Are you responsible for the social media campaign for a brand? Will you fine-tune your Facebook strategy?

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