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It appears that following stinging criticism from clients regarding its approach to online advertising, Facebook will be seeking input from its senior clients. The social networking giant really needs to do a better job of convincing its clients why they should spend their money on the site. Facebook social media marketing is worth approximately an astounding $7 billion a year, adding huge appeal to potential investors ahead of an initial public offering (IPO) that has been proposed.
Lacking in Data
The strongest criticism of the site’s approach to online advertising seems to stem from the lack of analytical data available to assess the success of the campaigns. Investors will want to see exactly how well the campaign is doing and so will need this data to justify the investment. Why would businesses spend money without knowing what they are getting in return?
Client Council
Facebook will set up a 12 strong client council, which will be by invitation only. This council will meet four times a year, and aim to strike up a meaningful dialogue between the site and its clients. The first two members have been named as Nick Brien, CEO of IPG’s McCann Worldgroup, and Coca Cola’s head of integrated marketing and communications, Wendy Clark. Facebook’s VP of Global Ad Sales, Carolyn Everson enthused that the goal of the client council is reported to be able to put “people at the centre of our business”.
Facebook Social Media Marketing Strategy
Will Facebook be successful in their pursuit? For businesses less likely to be invited into Facebook’s ‘elite’, a more reasoned approach to social media marketing strategy must be adopted. Social media marketing agencies in London can be instrumental in ensuring that campaigns are strong, visible, and memorable.
