Social marketing should be integrated, says Facebook VP

Share this content:

To maximize social marketing impact, brands should use Facebook ad products such as Pages, Ads and Sponsored Stories in concert, David Fischer, VP of advertising and global operations at Facebook, said during a keynote address at the ad:tech New York conference on Nov. 9.

“The sum of the parts is less than the whole. When you put all these pieces together, you actually get virality,” said Fischer.

Fischer said that when earlier this year Burberry promoted a new fragrance product on Facebook by giving away 250 million samples to its Facebook fans, the brand grew its fan base by 1.5 million consumers. Burberry's Facebook page has a weekly reach of 39.8 million consumers based off of Burberry's 8.5 million fans, but that reach fluctuates in accordance with the brand's paid media spend on Facebook, Fischer said. He pointed to Sponsored Stories as an example of paid media that can be shared by a consumer's Facebook friends and thereby compound in value as earned media.

The key opportunity for brands on Facebook, said Fischer, is the ability to broaden a marketing message's reach and influence a consumer's social graph.

“We know that when you reach out not just to your fans but to the friends of your fans, you get 81 times the distribution,” he said.

During a post-keynote Q&A session, Fischer said that brands “want to be publishing [to their Facebook page] a few times a week” to establish and maintain a cadence with consumers.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here