Facebook and Brand Management
Just read a very interesting article in NMA about how Facebook and other social networking sites are influencing big brands. The full article can be read on NMA.Essentially sites such as Facebook are increasingly sending large volumes of traffic to websites - in August 2007, over 1,900 retailers received traffic from Facebook. Data from Hitwise shows the site is an increasingly important source of traffic for online retailers like Amazon, ASOS, Ebay and Play.
The influence the sites has is illustrated by this comment in the article: "Wherever consumers congregate they inevitably talk about brands, and Facebook is no exception. Companies can't have their own page on Facebook, but communities can be created around brands. The effect can be negative, as when HSBC was forced to change its student banking policies due to pressure from Facebook users. More positively, Cadbury's recently made the news by announcing the reintroduction of its Wispa bar following a grass-roots internet campaign that drew support from over 100 'Bring back Wispa' groups on Facebook."
Primark is particularly popular on Facebook, and this year the fashion retailer has seen a 64% increase in the amount of traffic its website receives from the social network. In the UK, Facebook ranks 20th in terms of delivering traffic to retail websites.
Online brand management is an increasingly important area for companies, in interacting with & influencing consumers, and also in managing any negative feedback.
If you would like to know, call SearchPath on 01285 643 496.
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