Magazine article ADWEEK

Status Update: Brands Focus on Shares vs. Likes

Magazine article ADWEEK

Status Update: Brands Focus on Shares vs. Likes

Article excerpt

Asking consumers to like an ad or post on Facebook--common practice among marketers for years--has, let's face it, become about as popular as Friendster.

While Facebook has for some time now preached the gospel of shares to its advertisers, brands finally seem to be heeding the social giant's advice and ditching likes for shares in measuring their social media efforts. Some are even calling shares the new retweets.

One such marketer is Boylan Bottling Co., the 122-year-old beverage brand that gave away bottles of its Shirley Temple soda to consumers who went to great lengths to share its promos. Boylan's "People Talking About This" metric, which calculates chatter on Facebook, soared to five times greater than the normal rate.

"We've done some advertising to get Facebook likes," said Kristin Krumpe, Boytan's CNIO. "But we have found that Facebook is a better place to percolate a frenzy around our brand."

Online food delivery service Seamless and candymaker Mike and Ike are among the brands to recently add the share button to their Facebook ads.

Other marketers say they, too, put a high value on social sharing. "Whether people are sharing our content is an indicator we use to understand if we are going in the right direction," said Catherine Schenquerman, digital ad manager at JetBlue.

Scott Monty, social media director at Ford, called likes the "digital grunts" of Facebook. "The like, as far as I'm concerned, is the minimum commitment you can ask from a [Facebook] fan," he said. …

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