Tuesday, 20 April 2010
Advertising on Facebook works best with a social context
"Looking at 14 campaigns that included Facebook’s “become a fan” ad unit, ad recall was consistently higher for those who ads with social context compared with those who saw none. An example would be someone who already had a friend become a fan compared with someone who didn’t.
Those who saw a paid ad but also were exposed to the newsfeed mention of the product by a friend were three times more likely to remember the ad. Paid ads on the homepage upped awareness by 4 percent; matched with social mentions, that went up to 13 percent. Purchase intent also rose"
Source: The findings of Nielsen's Understanding the Value of a Social Media Impression research, as reported in Paid Content, 20th April 2010