Four in five Facebook users say they have never bought a product or service after seeing an ad or reading comments on Facebook, according to a Reuters/Ipsos survey. The online poll of 1,032 Americans also uncovered a downward trend in usage for a third of users (34%) who said they are spending less time on Facebook than six months ago. The top reasons for spending less time were that Facebook is "boring," "not relevant" or "not useful." Privacy was also cited as a concern.
Despite the fanfare in recent years about Facebook as the go-to destination for marketers looking to connect with consumers, the social media site is still struggling with how to turn its users into shoppers. But with 900 million users, marketers can't afford to ignore the platform either. So, don't count Facebook out but do proceed with caution. Also, when you look to engage with Facebook users, be sure to overcome the complaints of "boring" and "not useful" with memorable, relevant messages. And, as always, be extremely respectful of privacy concerns.
"Facebook Comments, Ads Don't Sway Most Users: Poll," Reuters, 6/4/12 www.reuters.com/article/2012/06/05/net-us-facebook-survey-idUSBRE85400C20120605