Metia Group outlines key predictions for brands on Facebook in the new year, based on the digital marketing company’s work with such powerhouse companies as Microsoft and AT&T. Here are the highlights.
Look for both brands and customers to engage more directly on Facebook. Brands are also embracing Facebook because that’s where their customers are; the top 10 consumer brands each have more than 18 million Facebook followers.
Expect brands to continue using effective social plug-ins, expanding upon the like button to add more open graph. Facebook’s own data shows that the plug-ins can increase web page referrals by an astounding 300 percent, on average.
As metrics for measuring social media’s effectiveness improve, look for marketers to embrace Facebook’s touch points with customers over direct mail or traditional advertising. Metia says to watch for the increase in spending on social media.
Higher Rankings In Search Results
Metia expects search rankings to become more integrated with social media. Facebook makes it easier for customers to find what they are looking for based on friends’ recommendations, location-based information, and users’ preferences and activities. Facebook and other social media users will make the platform an integral part of their search behavior.
Facebook, Twitter and LinkedIn will compete more aggressively for users by enhancing features. For example, Metia says the introduction of Google Plus spurred Facebook to address security and privacy issues, as well as how photos and updates are shared. The timeline feature introduces a new way for brands to interact with consumers — expect the other social media sites to fine-tune their offerings in response.