Brands must recognize that they cannot simply expect a strong return on their Facebook advertising investment - they must pursue it
Nancy Smith, President and CEO of Analytic Partners, discusses the necessity for brands to pursue Facebook engagement in her MediaPostarticle, "Why 'Set It And Forget It' Is Not A Good Strategy For Facebook Advertising."
Based on Analytic Partners' research, Nancy advises that, in order for brands to see a strong return on their investment in Facebook advertising, the 'set it and forget it' approach is inadequate. Brands must pursueengagement with consumers if they want to get the most bang for their Facebook advertising buck.
The difference pursued engagement makes in ROI is staggering.
"Based on research across dozens of companies over the past 12-18 months, we have found that brands that have successfully pursued engagement with their audiences on Facebook have received double the monetary ROI of brands that simply take the “set it and forget it” approach to advertising on Facebook," Nancy explains. "And as we see it, the purpose of engagement is to encourage dialogue, interaction and sharing -- ultimately magnifying your efforts and directly impacting even more sales growth."
Nancy goes on to discuss the various ways brands can pursue engagement. Some examples of engagement drivers include contests, sweepstakes, coupons, promotions, and encouraging the creation and sharing of relevant, brand-related content.