This week Forrester,the marketing research group, released results from a recent survey filled out by almost 400 marketing executives. The main question was: How satisfied are you with the business value your company has achieved by using each of the following marketing channels? Executives were asked to giving a rating for each channel. You can gather from the title of this blog that Facebook did not receive the most favorable ratings. So, are we to conclude that companies should abandon marketing efforts via Facebook? I don’t think so.
I’m not defending Facebook. In fact, I don’t have any particular interest in any paid marketing channel. What rubbed me wrong here is the approach. Why is the conversation still around paid media, like advertising, when it’s the earned media, like employees or customers sharing content freely and genuinely, that can create longer-term business value. Some of the marketing dollars should be allocated to improve the actual products and services so that marketing efforts can really pay off.
Message to Forrester: If you don’t ask the right questions, you will never get valuable answers. The biggest question that I’m focused on right now is: How can employees bring value to the brand? By investing marketing dollars internally, it can pay off externally. The internal and the external organization cannot continue to exist separately. While it may not pay to invest marketing dollars directly in Facebook, but it may pay to invest these dollars internally with employees who spread your brand message through their personal Facebook pages. Don’t be fooled. Employees talk. Wouldn’t you rather them spread positive authentic brand messages? Not just Facebook, but any marketing channel, can stand to be leveraged by internal, engaged employees who truly love the products and services they deliver every day.
(see the article about Forrester’s research)