The article that inspired this series of posts is entitled Brand Engagement Rate Still 1%, But Facebook Is OK With That which appeared in Ad Age on 11/15/12. In addition to the implications in the title, several comments in the article got my blood boiling.
Foremost among them was this assertion:
Facebook is becoming more and more like traditional media. It may be time for advertisers to move on from worrying about how many fans they have to instead explore how many category buyers Facebook can reach, for what cost, and to what effect.
That’s a rubbish idea.