There have been 3 major Facebook-related news
announcements this week which are directly relevant to us
multi-channeled sales promotion marketeers:
- A new study finds correlation to how
many Facebook Friends you have and how socially disruptive and
narcissistic you are
- PG Tips top a recent chart of the
most socially-engaged brands on Facebook
- Facebook announces 7 changes to how you
can represent your business on Facebook
Interestingly all the above are inextricably linked but how are
they relevant to sales promotion and do brands really want to
engage this type of consumer anyway?
The main thrust of the study "Narcissism on Facebook: self
promotional and Anti-Social behaviour" asserts that people who
scored highly on the Narcissistic Personality Inventory
quesionnaire had more friends on Facebook, tagged themselves more
often and updated their newsfeeds more regularly.
The 294 strong study group was monitored for the most socially
divisive aspects of narcissism: Grandiose Exhibitionism (GE) and
Entitlement Exploitativeness (EE). Ghastly American Acronyms (GAA)
they may be, but in behavioural terms these are people that need to
be the centre of attention, say shocking things for effect and
reveal too much about themselves to avoid being ignored (sounds
like C-list celebs to me) and can have a sense of deserving respect
and a willingness to manipulate and take advantage of others.
Meanwhile UK performance marketing agency iProspect has launched
an index which measures Facebook Engagement. It's called the
iProspect Facebook Engagement Index and it explodes the myth that
the number of Facebook Likes = Brand Engagement. (
We hate to say we told you so). They measure what proportion of
your fans actually interacts with your brands by liking,
commenting, posting, responding to polls or other communications.
At the top end of the index PG Tips achieves 16.3% while the brands
with the highest likes achieved engagement index scores of 1-2.5%.
iProspect rightly draws the conclusion that the EE and GE prone
Facebookers can easily be bought by offering short term
competitions or similar fan-bait in return for Likes but real
engagement requires brands to design their pages to be 'social by
design' with content that consumers actually want.
Funnily enough Facebook may have just pulled the rug from under
brands who opt for marketing bribes to secure likes. At their
recent Facebook Mission Control
Conference they announced 7 new measures designed to make
Facebook Pages tell more of a story and be less of a bulletin
- New Cover Photo and Profile Image. Both of
these can be much bigger than previously allowed but you can no
longer embed a call to action in your cover photo - i.e. no 'Like'
before proceeding limitations.
- Larger Highlighted and Pinned posts. You can
make photos, videos etc bigger and pin them to the top of your
timeline for a week at a time.
- Display Company Milestones. Visually engaging
way of displaying your company history.
- Customisable Apps Buttons. Gone is the default
landing tab - unless you've set it up already, but you can have 12
applications which you can showcase of which the top 3 rows will be
displayed. You can also change the App avatar to express a call to
- Facebook Offers. This is about to ramp up
considerably. Like Groupon for the social narcissist. Could be
interesting but there doesn't appear to be a limit on how many of
your offers are claimed so make sure you can cope with demand!
- Insights admin and messaging. Built in ability
to get in touch with fans easily and manage how your page is
configured and displayed.
- Facebook Advertising. The biggy here is the
introduction of the Reach Generator which will allow your advert to
penetrate 50% of your audience each week instead of the typical
One thing is for certain. Social media is still relatively young
but the way brands use Facebook and, more importantly, what
Facebook will let brands do on their platform, is going to evolve
considerably as both sides of the relationship work out what is
possible with this unstoppable entity.