• http://twitter.com/pinkcakebox PinkCakeBox

    Monica,

    I think you are spot on with your analysis.  For our specialty bakery, we’ve been experimenting more with photo album type updates on facebook (as opposed to the traditional link updates) and we’ve seen higher commenting and likes using the photo album approach.  Also, with a shift to mobile and the increase in the desktop photo size, we’ve seen this approach increase engagement further.

    The downside of this approach (as you’ve already pointed out) is we’ve gotten much less click throughs from facebook.  So we do sometimes mix and match approaches depending on whether we are looking for general awareness vs wanted to convert the user on our website. 

    So we do think there is value of driving general awareness, and that value ties back to the brands goals.  Also, another factor to think about is the general authority one gets from a facebook edgerank perspective if they are consistently pushing out content that is engaging. 

    Thanks!

    Jesse

  • http://www.monicawright.com Monica Wright

    Thanks for your comment. It’s tough for many to make the transition and be comfortable that our audience and customers may just not visit our sites. We have been at a point online that for many, we need to redefine what a conversion means to specific audiences. Also, if you haven’t seen it already, there’s a link in the article above you may find interesting about how MTV is using albums to increase reach, you may enjoy that.

  • Lloyd Sexton

    Monica,
    Nice article. I would like to address a question you posed here;

    “Does it really matter whether your brand engages with you on your turf, or on a site they spend time on?”

    For many industries, Yes it absolutely matters when it comes to revenue.You can’t really increase the ad revenue on your site if users don’t visit your site.

    Don’t get me wrong, It’s important to keep a social presence going and growing, but there needs to be a realistic value placed on those, and it is very much dependent on a sites focus. Pepsi and Old spice proved that great social media campaigns don’t always result in increased revenue.