This past week, marketing research firm Forrester published a new analytical report titled “Social Relationship Strategies that Work.”
The bottom-line conclusion of this report is that brand marketers are generally wasting their time and money focusing on social platforms that don’t provide either the extensive reach or the proper context for valuable interactions with customers and prospects.
In particular, Forrester’s research has determined that Facebook and Twitter posts from top brands are reaching only about 2% of their followers.
Engagement is far worse than even that: A miniscule 0.07% of followers are actually interacting with those posts.
Much has been made of Facebook’s recent decision to reduce free-traffic posts on newsfeeds in favor of promoted (paid) posts. But Forrester’s figures suggest that the lack of engagement on social platforms is about far more than just the reduction in non-promoted posts.
Nate Elliott, a Forrester vice president and principal analyst, believes that brand managers need to make major changes in how they’re going about marketing in the social sphere. He notes:
“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave. Yet most brands still use these sites as the centerpiece of their social efforts, thereby wasting significant financial, technological and human resources on social networks that don’t deliver value.”
With Twitter and Facebook being such spectacular duds when it comes to social platforms, what does Forrester recommend that brand marketers do instead?
One option is to develop proprietary “branded communities” where fans can hang out in zones where brands can be their own traffic cops, instead of relying on a giant social platform to do the work (or not do the work) for them.
Even better is to return to greater reliance on an old standby tactic: e-mail marketing.
If this seems like “back to the future,” Forrester’s Elliott reminds us how e-mail can work quite elegantly as the centerpiece of a brand’s social marketing effort:
“Your e-mails get delivered more than 90% of the time, while your Facebook posts get delivered 2% of the time — and no one’s looking over your shoulder telling you what you can and can’t say in your e-mails. If you have to choose between adding a subscriber to your e-mail list and gaining a new Facebook fan, go for e-mail every time.”
I can’t say that I disagree with Nate Elliott’s position.
Now it’s time to hear from the rest of you marketing professionals. How successful have you been in building engagement on social platforms like Twitter, Facebook and LinkedIn? Have your efforts in social paid off as well as in your e-mail marketing initiatives? Let us know.