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: White House updating online privacy policy

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

White House updating online privacy policy

3 hours ago

A new Obama administration privacy policy out Friday explains how the government will gather the user data of online visitors to WhiteHouse.gov, mobile apps and social media sites. It also clarifies that ...

Net neutrality balancing act

22 hours ago

Researchers in Italy, writing in the International Journal of Technology, Policy and Management have demonstrated that net neutrality benefits content creator and consumers without compromising provider innovation nor pr ...

Twitter rules out Turkey office amid tax row

Apr 16, 2014

Social networking company Twitter on Wednesday rejected demands from the Turkish government to open an office there, following accusations of tax evasion and a two-week ban on the service.

How does false information spread online?

Apr 16, 2014

Last summer the World Economic Forum (WEF) invited its 1,500 council members to identify top trends facing the world, including what should be done about them. The WEF consists of 80 councils covering a wide range of issues including social media. Members come ...

User comments : 0

More news stories

Hackathon team's GoogolPlex gives Siri extra powers

(Phys.org) —Four freshmen at the University of Pennsylvania have taken Apple's personal assistant Siri to behave as a graduate-level executive assistant which, when asked, is capable of adjusting the temperature ...

Venture investments jump to $9.5B in 1Q

Funding for U.S. startup companies soared 57 percent in the first quarter to a level not seen since 2001, as venture capitalists piled more money into an increasing number of deals, according to a report due out Friday.

White House updating online privacy policy

A new Obama administration privacy policy out Friday explains how the government will gather the user data of online visitors to WhiteHouse.gov, mobile apps and social media sites. It also clarifies that ...

Male monkey filmed caring for dying mate (w/ Video)

(Phys.org) —The incident was captured by Dr Bruna Bezerra and colleagues in the Atlantic Forest in the Northeast of Brazil.  Dr Bezerra is a Research Associate at the University of Bristol and a Professor ...

Scientists tether lionfish to Cayman reefs

Research done by U.S. scientists in the Cayman Islands suggests that native predators can be trained to gobble up invasive lionfish that colonize regional reefs and voraciously prey on juvenile marine creatures.