From my Forbes.com blog The New Persuaders:
Facebook has spent much of the past year furiously trying to persuade skeptical brand marketers that ads on its service work. In particular, it wants brands with large fan bases on Facebook not to assume that–like General Motors apparently did when it pulled its Facebook ads just before the No. 1 social network’s May IPO–they can simply post stuff to their Facebook pages and call it a day.
Its latest salvo: A new report conducted with market researcher comScore that tries to quantify the impact of paid ads vs. “organic” brand page content.
Some highlights from the report, which includes case studies of Samsung Mobile and two unnamed “major” brands, a retailer and a financial services firm:
• Leading brands on Facebook can use paid media to extend their total brand reach beyond the reach they achieve using organic media alone. Among a selection of 100 top brand pages on Facebook, those using paid media reach an audience that is on average 5.3 times larger than organic audience alone, and 5.4 times greater than the total audience of top brand pages using no paid media with a similarly sized fan base. …