Jeremiah Owyang of the Altimeter Group yesterday released a report outlining 8 success criteria for Facebook Page marketing, then “put 30 brands to the test to find out who’s doing it right –and wrong.” The criteria are:
At first glance, none of these seem too groundbreaking but they’ve been refined based on input from 34 vendors, agencies, brands, and individual experts. The result is a useful set of criteria against which Fan Pages can be scored. Owyang notes:
Brands like Pampers, Macy’s, Kohl’s, and AXE increased engagement and activated word of mouth through advocacy and peer-to-peer interactions, or solicited business call to actions that result in transactions.
And soliciting business via social marketing on Facebook is surely a good measure of that elusive “social media ROI.”
Altimeter Group has published the report under Open Research, at no-cost under creative commons licensing, and it is embedded below and also available on SlideShare. It explains each of the above criteria in greater detail, as well as illustrates the good and the bad with examples. It’s worth noting that on page 22, there are some recommendations and best practices for social marketing – in case you want to skip to the end.
