Many brands use one-off Facebook campaigns to drive traffic to their site, grow the number of fans, generate new leads, or increase conversion. By offering a special promotion, they can often create a spike in sales while the campaign is running. The drawback to this approach is that while the campaign can generate a significant increase in Facebook traffic, it isn’t building overall engagement or long-term brand loyalty. While brands may be bringing fans to their page and generating sales, they are missing out on the long-term engagement possibilities that Facebook (and integration with other social media channels) can offer.
The value of instant engagement
Many brands opt for a one-off campaign because they can see instant engagement and ROI. However, these fans may only be accessing the page to get access to a special promotion, not switching their brand loyalty. In fact, a recent study by AisleBuyer found that 75% of…
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