It’s interesting to see a significant change in the way that brands are using social media and especially Facebook.
Gone are the days of how many “Likes” you have (thank goodness) to how to I engage with my audience and convert them into something meaningful for my brand.
Likes and Followers are just a means to send a customer more information. It was nothing different from collecting email addresses.
What we have been noticing with our brands is that with the rise in awareness of the mediums and the proliferation of content creation on a brand’s website we are seeing Facebook used as a marketing channel off the Facebook platform. The same is happening on YouTube etc. LinkedIn we are noticing that they are looking to retain the content on their ecosystem.
This of course is the fuel that is driving the Facebook revenue fire. Total ad revenue Q2 2014 hit $2.91 billion, up from $1.81 billion a year ago.
Facebook originally looked to maintain the users inside their ecosytem, now as the monetise the massive user base they and their advertisers are seeing their is more value to point the advertisements back to the brand’s own website.
It’s essentially the same business model of Google search results. Google was people’s “home page”. Facebook and Twitter and it’s their personal feeds have been taking over this mantle. Converting eyeballs into ad dollars.
So is Facebook now just a portal, like the golden days for Yahoo, AOL and MSN?