Facebook and Twitter ads aren’t effective

Source: Gallup.com

A clear majority of Americans say social media have no effect at all on their purchasing decisions. Although many companies run aggressive marketing campaigns on social media, 62% in the U.S. say Facebook and Twitter, among other sites, do not have any influence on their decisions to purchase products.

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Despite tremendous numbers of Americans using social media institutions such as Facebook, Google+, LinkedIn, and Twitter, only 5% say social media have “a great deal of influence” on their purchasing decisions, while another 30% say these channels have “some influence.” These data, from Gallup’s new State of the American Consumer report, are based on Americans’ self-reported estimates of how much social media campaigns affect their purchasing decisions. While social media may have more influence than some Americans realize or will admit, these data show that relatively few consumers consciously take into account what they learn from social media when making purchases.

Millennials, a Key Social Media Audience, Not Influenced Much Either

Even millennials — a generation that many companies regard as a key social media audience — tend to say that social media marketing is not much of a factor in their decision-making. Among the four major generation groups that Gallup surveyed, millennials (those born after 1980) were the most likely to say that social media have at least some influence on their buying decisions (50%). But millennials were nearly as likely to say social media have no influence at all.

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Social media’s influence on Americans’ purchasing decisions decreases with age. Among traditionalists (those born prior to 1946), a solid 75% say that social media do not have any impact on whether they purchase a product or service. The generational differences may reflect varying degrees of social media use across age groups.

Facebook is ending the free ride

Facebook Is Ending the Free Ride

Facebook Is Ending the Free RideExpand

Facebook pulled the best practical joke of the internet age: the company convinced countless celebrities, bands, and “brands” that its service was the best way to reach people with eyeballs and money. Maybe it is! But now that companies have taken the bait, Facebook is holding the whole operation hostage.

Update: To be perfectly clear, none of this will affect the average Facebook user’s ability to freely use Facebook—only entities that use Facebook as a promotional tool.

A source professionally familiar with Facebook’s marketing strategy, who requested to remain anonymous, tells Valleywag that the social network is “in the process of” slashing “organic page reach” down to 1 or 2 percent. This would affect “all brands”—meaning an advertising giant like Nike, which has spent a great deal of internet effort collecting over 16 million Facebook likes, would only be able to affect of around a 160,000 of them when it pushes out a post. Companies like Gawker, too, rely on gratis Facebook propagation for a huge amount of their audience. Companies on Facebook will have to pay or be pointless.

That 160,000 still sounds like a lot of people, sure. But how about my favorite restaurant here in New York, Pies ‘n’ Thighs, which has only 3,281 likes—most likely locals who actually care about updates from a nearby restaurant? They would reach only a few dozen customers. A smaller business might only reach one. This also assumes the people “reached” bother to even look at the post.

The alternative is of course to pay for more attention. If you want an audience beyond a measly one or two percent, you’ll have to pay money—perhaps a lot of money, if you’re a big business.

The change was described to me by a source as a cataclysm for businesses, something Facebook is calling the extreme throttling a “strategy pivot” they’re slowly telling brands one by one so as not to start a panic. It might be too late. Reports of “crashing” engagement numbers have been floating around for a little while, but this is the first time we’ve heard it drift out of Facebook proper.

Two things: fuck “brands,” really, those constructed succubi meant to look and feel familiar and friendly but really just advertise and annoy us. If Nike isn’t able to bombard millions of people with a picture of a shoe without shelling out some money, no one ought to care besides Nike. But smaller places and people will see their ability to self-promote basically zeroed out. The fans they’ve attracted will be pushed behind a curtain, only to be pulled back now and then when cash is on hand. If you’ve spent years trying to build up a following for yourself, this is a bummer—maybe a career-altering bummer.

On the other hand, Facebook is a business. It’s easy to forget. It’s not a charity, or a non-profit, or an art project. So much of the tech industry is predicated on the myth-belief that income is optional, that as long as you make something pretty and well-liked, success will somehow arrive out of the ether. That’s a sham. Facebook has to make money like the Nikes of the world—the same companies that are now going to raise hell when the free firehose runs dry.

Facebook has not returned a request for comment.

 

Source: http://valleywag.gawker.com/facebook-is-about-to-make-everyone-pay-1547309811?utm_content=buffereae2c&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer

Terzake – nieuwe media

Terzake (programma op Canvas) staat deze week in het teken van de nieuwe media. De uitzending van vanavond gaat over Sociale media en de Arabische revolutie. Jo Caudron zit in de studio als expert ter zake.