The article asserts that these results are somewhat surprising since most Facebook ad buying strategy in the past has been aimed at gaining likes and fans. Debra Aho Williamson, principal analyst at eMarketer, says, "I think what you're seeing now is an evolution; now we have these fans and we have to figure out what to do with them."
However, brand awareness could just be the go-to answer used by marketers who aren't yet able to measure an ROI on Facebook ads. According to Wayne Arnold, CEO of Profero, "Branding is sort of your default answer if you've got to justify why you've spent millions of dollars."
I personally find this kind of questioning very troubling. It suggests that many brands have jumped on the Facebook ad bandwagon without any sort of strategy or plan to measure ROI. Measuring the impact of social media on a brand's bottom line remains a hot topic even though social media has been mainstream for several years. It makes me realize how useful digital marketing strategists can be to companies that have no experience with social media. A surefire way to measure ROI on social media would be extremely valuable to any company looking to include social media in its marketing mix. Hopefully we'll touch on the topic of measurability during class as we continue our discussion on social media.
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