Facebook Pages deliver meager CTRs
November 17, 2011 | Online Marketing
Companies seem to be underestimating the cost of their Facebook Page, and overestimating what they're getting in return. According to a new study of 84,000 links posted across more than 5,500 Facebook Page operators in October conducted by Edge Rank Checker, Pages with more than 100,000 fans deliver a paltry CTR of 0.14%.
Which again raises the question: just how much should brands be investing in their Facebook Pages? As noted, many brands are promoting their Facebook Page URLs in expensive television and print ad campaigns, preferring to drive consumers to an environment in which they have less control than to drive them to owned properties that can be optimized for conversions.
This increasingly looks quite foolish, and effectively represents the following strategy:
- Spend lots of money driving consumers to a platform where few will click on your links.
- ?
- Profit.
The problem is that companies seem to be underestimating the cost of their Facebook Page, and overestimating what they're getting in return.
Get the full story at Econsultancy
Read also "Facebook influence in travel overrated"
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