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BRIEFING: Engagement may be low, but Facebook's future is ads
A new study this week claims that only 1% of a brand's Facebook fans ‘engage' through likes, comments and tags, with the vast majority never returning to a company's page once they have liked it. Interestingly, the study has relied solely on the metrics provided by Facebook itself, the ‘People Talking About This' statistics that the site provides to page owners - meaning it doesn't account for links clicked, among other things. The study will likely provide ammo for those looking to puncture the ballooning hype around Facebook's upcoming IPO. But it may be a mistake to pillory Facebook marketing without accounting for its booming ad business.
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