Although Facebook is a great tool for creating relationships with customers, the paradox of this channel is that despite efforts to grow a fan base, marketers will always have to invest direct media dollars or integrate Facebook with overall marketing efforts to drive continual engagement. Marketers generally spend a disproportionate amount of time and attention on the fans who engage - which is about 1% of the total fan base. Marketers need to determine the most scalable way to create efficiencies in activating their fan bases, via social CRM programs, boosting stories to the appropriate audiences or otherwise.

1. People
are
exposed
to
Facebook
Brand
Page
Word
of
Mouth,
Facebook
Ads,
Search,
Events,
Retail,
etc.
Facebook
‘Owned’
Media
‣Newsfeed
Impressions
Facebook
Promoted
Posts
‣Newsfeed
ads
highlighHng
brand
acHvity
‣Custom
Audience
targeHng
‣Dark
posts
The
Facebook
Engagement
Paradox
Marketers
are
focusing
100%
of
their
efforts
on
the
1%
of
people
who
engage
with
their
pages
Facebook
‘Earned’
Media
‣Open
Graph
AcHons
‣User
Generated
Content
Stories
‣Engagement
AcHon
Stories
16%
of
these
people
are
exposed
to
brand
messages,
or
‘organic
reach’1
Some
of
these
people
like
the
page.
‣The
majority
of
fans
rarely
engage
and
are
not
exposed
to
messages
from
the
brand
‣Investment
is
required
to
drive
re-­‐
engagement
-­‐
via
Facebook
media,
tradiHonal
media
or
loyalty
programs
Others
may
be
exposed
to
paid
messaging
to
increase
the
reach
of
brand
messages
MarkeHng
Focus:
Content
Strategies,
Promoted
PostsMarkeHng
Focus:
Media
IntegraHon,
Open
Graph,
Marketplace
Ads
MarkeHng
Focus:
Social
Loyalty
Programs,
Database
IntegraHon
Under
1%
of
fans
engage
with
pages2
Paul
Cowan
2013
-­‐
@cowanpkc
Exposure
Opportuni9es
1Sources:
Facebook
2Source:
Ehrenberg-­‐Bass
Ins?tute