Corrigan Partners

Just days before Facebook’s scheduled $100 billion IPO one of the largest U.S. manufacturers has dropped all of its paid advertising on the social media site. GM made the decision to axe its $10 million advertising budget based on findings that paid ads on the site “had little impact on consumers.” Before rushing to join the crowd suspect of the relevance of social media, it’s important to note what the car giant said about how they plan to continue interacting with Facebook users. According to a Wall Street Journal article GM marketing chief Joel Ewanick said that GM is “reassessing our advertising on Facebook, although the content is effective and important.”

Did you catch that? “Content is effective and important.”

As chief marketing officers grapple with continued tight budgets and increasing demand for ROI it’s worth examining how you’re using social media as a marketing tool. First, focus on the main reason people use Facebook in the first place. According to the study “Why Do People Use Facebook?” by Boston University researchers Ashwinin Nadkarni and Stefan G. Hoffman, the two primary needs that Facebook satisfies for its nearly 1 billion users are (1) the need to belong and (2) the need for self-presentation. Conversely that means that Facebook is not viewed by the majority of its users as a way to find or buy services or products. So it stands to reason that if you are purchasing ad space on the social media site as a way of quickly generating sales you may be disappointed. The question isn’t if Facebook is effective as a marketing tool, it’s how is Facebook MOST effective? Are you using the platform to its best marketing objective? GM has chosen to maintain its Facebook presence because it provides a powerful way to engage with customers and influencers as well as to have a pivotal presence in conversations about the industry and its own brand. But the company is aware that it can do that solely by providing CONTENT, not by purchasing paid ad space.

While GM’s decision may have prospective Facebook shareholders concerned it should be welcomed by chief marketing officers. GM’s insight should give you pause about your own organization’s position on Facebook as a marketing tool. If the two primary motivators for Facebook users are to belong and to be able to share personal stories and opinions (“self-presentation”) what types of material are you giving them to be able to do just that? Are you creating an engaging community for users? Are you sharing content — information, tips, and tools that they can use and share with others for free? Are you customizing your content so that you are one perceived as a highly relevant voice in their social media world?

Despite the contrarians Facebook isn’t going anywhere. The question is where are you going with Facebook?

Put away the Magic 8 ball. Google Analytics’ new “Social Plugins”report can help you learn what people visiting your site really want more of. The report, which can be found under the “Social” reporting tab on Google Analytics, tells you at a glance which articles on your site visitors are reading the most AND which social networks they’re using to share the content. Knowing where people are spending time on your site and which channels they’re using to tell others enables you to do two things:

1. Go narrow and deep. Drop the scattershot approach to content development. The Social Plugins report helps you determine (a) which few areas/topics you should focus on for content development work and (b) how to more deeply develop relevant content within those areas. For example, if site visitors are flocking to and sharing an article on orthopedic conditions, consider developing related content to build on their interest, such as:

• a podcast or article on orthopedic surgery FAQs
• a downloadable “Things to Consider” guide to help visitors select an orthopedic surgeon
• a video of one of your surgeons explaining a common orthopedic procedure
• a patient testimonial video

2. Coordinate your social media work. Back to our orthopedics example. If you learn that a greater percentage of your site users are sharing content about orthopedics with their friends and fans through Facebook make sure you’re posting orthopedics-related content on your own Facebook page. Ask questions to invite follower feedback, post links to relevant online tools, publicize your own ortho-related events. Likewise if Twitter is their favored WOM tool, regularly post questions, information, and links on orthopedics-related topics from your organizational Twitter account. In addition look for orthopedics-related groups on Facebook or regularly scheduled orthopedics-related chats on Twitter where you can extend your leadership presence.

Don’t waste time guessing where you should be investing your digital marketing resources. Think of this new Google Analytics tool as an online focus group. Learn from the data and test what’s driving your consumers’ behavior by adding more relevant content on your owned media sites. See if your efforts pay off with increased traffic and sharing across social media platforms. And a nice little bonus? You’ll be building a consistent brand message in the process. Not bad for one little tool I’d say. Not bad at all.

Have you tried the Google Analytics Social Plugins report? Did anything surprise you about how people are spending time on your site and sharing your content?