The Altimeter Group recently conducted research gleaning input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices. They identified Eight Success Criteria for Facebook page marketing, and then tested the maturity of 30 top brands across six industries.
Their evaluation revealed that brands fell short – nearly half of the brands reviewed (14 out of 30) did not fully leveraged social features to activate word of mouth, the hallmark behavior of social networks. Within this immature landscape, a few brands were on the right track to successfully harnessing Facebook page marketing. Brands like Pampers, Macy’s, Kohl’s, and AXE increased engagement and activated word of mouth through advocacy and peer-to-peer interactions, or solicited business call to actions that result in transactions.