FACEBOOK OR DIRECT MAIL?

FACEBOOK OR DIRECT MAIL?

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DIRECT MAIL ALL THE WAY OF COURSE!

The world of Direct Marketing is a crowded place and there lots of different ways that business make direct contact with potential customers. There is what people consider to be the old fashioned way – Direct Mail Provider and a whole plethora of “new media” routes.

It’s Facebook we are particularly interested in this week. As Facebook users ourselves, we’re getting a bit sick of having all sorts of adverts posted on our walls. Not only that, but we were interested to find out how effective it really is. And the interesting thing is, the answer is “not very”.

Here’s what we discovered. Although Facebook has billions of users, it is only 16% of your Facebook fans (UPDATE: according to The Time, this figure dropped to just 6% in February 2014!) or buddies that will see your post. That means for every 1000 fans you have, on average only 160 (UPDATE: ’six’, as per The Time’s post above) will see your post and if any of them are anything like us (and we do consider ourselves to be normal…), they will probably ignore it!

Forrester Research has recently published a new report which takes a critical look at Facebook’s (and other social medias’) return on investment. It makes interesting reading, as can be seen from the chart below. In fact, Facebook creates less business value than all the other digital marketing sources Forrester looked at.

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