The Wall Street Journal pieced together the full story Monday of the social media giant’s initial public offering, calling it a “debacle.” A Reuters/Ipsos poll released a week earlier found that 80 percent of users had never clicked on a Facebook ad. Not long before that, General Motors pulled its Facebook ads completely.
Tuesday, the company pushed back, at least as far as its advertising goes. Working with Facebook, research firm comScore released the results of a brand new study on how marketing through Facebook does lead to ROI.
Through a few case studies, comScore found that people who see brand messages on Facebook are more inclined to buy products, they just may not realize it. The study’s authors call it a “casual effect of earned media exposure.”
For two big brands, Starbucks and Target, comScore checked the buying behavior of a control group against the behavior of a group that had seen brand messages on Facebook.