Facebook revenue generated from cost-per-click advertising rose 54 percent in the third quarter over the second, a report from Efficient Frontier said. Additionally, Facebook marketing grew 25 percent, which Efficient Frontier pointed to as evidence of the market’s rapid growth.
Companies using social media marketing have found that Facebook generates substantial conversations related to their brands. Efficient Frontier believes a company’s Fan and Like counts are adequate metrics for measuring social media marketing’s ROI, as the point of any marketing initiative is to generate interest and attention. For marketers looking for other success metrics, Brafton recently reported that new Facebook Insights provide businesses with accurate measurements of their page’s traffic.
“This quarter, we continued to see Facebook make gains as a ‘must have’ for marketers as they try to maximize their fan base reach. Additionally, the rise in mobile search spend – especially among tablet users – was striking,” David Karnstedt, president and CEO for Efficient Frontier, said in a release. “As an industry, we’re still discovering the power of social media and mobile as marketing channels but the time for brands to integrate these into their overall digital marketing strategies has clearly come.”
The study found that businesses have been able to double their Fan count by 9 percent every month – even some brands that already have massive fan bases.
The potential reach of Facebook marketing efforts grows every day. Brafton reported last month that Facebook now has more than 800 million users.
