Why You're Doing It Wrong and How to Get it Rig
By Cathy Halligan.Published: September 13, 2011, AdAge
It's the multimillion-dollar question: What's the ROI of a Facebook campaign? Usually, that question is answered from a brand or marketing perspective, which leads to much head-scratching and vague conjecture about "greater visibility." That's because the marketing campaign that drives brand reputation and awareness isn't the same as the program that drives sales through customer conversations, joint buying and game dynamics. CMOs are approaching Facebook as an experimental advertising platform, not a viable business-building platform. Simply put, CMOs are doing it wrong.
There is a strong and compelling business case for Facebook and plenty of evidence that the site can be used to drive traffic and sales. But CMOs................