ComScore study says Facebook ads effective (Update)

Jun 12, 2012

(AP) — As investors question just how much Facebook is worth, a study from Internet research firm comScore suggests that marketing on the world's most populous online social network can help increase sales.

The report released Tuesday found that people who were fans of Starbucks and Target, or friends of those fans, were more likely to buy something than those who were not fans. People become fans by hitting a "like" button for a brand's Facebook page and receiving updates about that brand mixed in with content shared by their friends.

In the case of Starbucks Corp., those exposed to the company's message on Facebook were 38 percent more likely than the typical Facebook user to make a purchase in the four weeks that followed. Target Corp. saw a 21 percent lift in the same time frame.

The comScore study came a day after the research firm said that the number of unique visitors to Facebook's website is growing at a slower pace. And it's less than a month after Facebook had a disappointing debut as a public company.

The report was partly commissioned by Facebook Inc., a client of comScore's. It was based on a panel of Internet users who agreed to participate in the study — a condition that can skew results.

ComScore urges marketers to look beyond acquiring as many fans as possible on Facebook and focus on their message and on social media marketing campaigns. Accumulating fans represents only the "initial springboard" of reaching fans and their friends with ads and other brand messages, the report said.

Once a brand has acquired a certain number of fans for its Facebook page, its goal should be to reach as many people as possible, have the brand resonate with them and "hopefully influence consumers to purchase or engage with the brand, comScore said.

Facebook's stock has declined sharply since its rocky initial public offering last month. It is down 28 percent from its $38 initial public offering price after gaining 40 cents, or 1.5 percent, on Tuesday to close at $27.40.

Explore further: Startups offer banking for smartphone users

not rated yet
add to favorites email to friend print save as pdf

Related Stories

Google breaks billion-visitor barrier

Jun 22, 2011

Figures released by industry tracker comScore credited Google with being the first online operation to attract more than a billion visitors in a single month.

LinkedIn passes Myspace in US traffic: comScore

Jul 09, 2011

LinkedIn leapfrogged Myspace in June to become the second-largest social network in the United States in terms of traffic behind Facebook, tracking firm comScore reported Friday.

Swine flu fears send CDC.gov traffic soaring

May 14, 2009

Traffic to the website of the US Centers for Disease Control and Prevention soared in April as Americans searched the Internet for information about swine flu, research firm comScore said Thursday.

Facebook gets big slice of online display ad pie

May 04, 2011

Facebook served up nearly a third of the 1.11 trillion display ads delivered to US Internet users in the first three months of this year, industry tracker comScore said on Wednesday.

Recommended for you

Startups offer banking for smartphone users

Aug 30, 2014

The latest banks are small enough to fit in the palm of your hand. Startups, such as Moven and Simple, offer banking that's designed specifically for smartphones, enabling users to track their spending on the go. Some things ...

'SwaziLeaks' looks to shake up jet-setting monarchy

Aug 29, 2014

As WikiLeaks founder Julian Assange prepares to end a two-year forced stay at Ecuador's London embassy, he may take comfort in knowing he inspired resistance to secrecy in places as far away as Swaziland.

Ecuador heralds digital currency plans (Update)

Aug 29, 2014

Ecuador is planning to create what it calls the world's first digital currency issued by a central bank, which some analysts believe could be a first step toward abandoning the country's existing currency, ...

User comments : 0