Instant engagement or long-term campaign?

Sparked

iStock_000007070391XLarge copyMany 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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