Report: Facebook Marketers More Concerned With Promoting The Brand Than Racking Up Likes

By Justin Lafferty 

While several businesses that market on Facebook tend to become overly concerned with the number of likes their page has, Advertising Age found that more marketers are buying ads on Facebook to build brand awareness, not boost fan numbers.

The survey of 488 marketers performed by AdAge shows that 45.9 percent of responders polled said building brand awareness is their No. 1 priority with regard to Facebook ads. Driving traffic to brands’ websites was the second-most important goal and fan acquisition third.

In earlier days of Facebook marketing, the goal was simple: Get as many fans as you can. But now there’s been a shift as companies try to find out how to capitalize on┬áthose likes.

EMarketer principal analyst Debra Aho Williamson explained the change to AdAge:

Brands spent a lot of time and energy in 2011 building up their fan base, and fan acquisition was a top goal for many brands. I think what you’re seeing now is an evolution; now we have these fans and we have to figure out what to do with them.

Social commerce, which is the big question for many companies, ranked last in priority.

Check out AdAge’s infographic, wrapping up its results quite nicely:

Readers: If you market your business on Facebook, which is most important to you: brand awareness, driving traffic to your website, building a fan base, staying in touch with customers, generating sales leads, or social commerce?