P&G Social Advertising on Facebook

Posted by jonpape | Filed under Internet Marketing, Social Marketing

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The New York Times has a really interesting article, Advertisers Face Hurdles on Social Networking Sites, on Proctor & Gambles social advertising attempts via Facebook.

Five great take-aways:

  • Seth Goldstein, wrote that a banner ad “is universally disregarded as irrelevant if it’s not ignored entirely.”
  • Businesses still have to rely on either contests or expensive content to attract visitors.
  • Just 3% of internet users would forward advertising information to a friend.
  • Contests that feature user submissions historically has a low response rate.
  • Seth Goldstein  describes a self-perpetuating cycle in social networks: “Advertisers distract users; users ignore advertisers; advertisers distract better; users ignore better.”

There are two approaches that seem to work on social networks:

  • Advertisers can be more intrusive, but the outcome will not be positive.
  • Advertisers can create genuinely entertaining commercials, but spend ungodly sums to do so.
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Read more | Comments (1) | December 23rd, 2008