Facebook wall posts shine on click-through rate
ADOTAS — A successful strategy of fan management on Facebook involves a combination of wall posts that optimize click-through rates, as well as media buys to drive awareness and fan growth, according to Vitrue.
Vitrue released new data insights from the Vitrue SRM, an application suite that allows brands to more easily manage, schedule, publish and measure messaging across Facebook and Twitter. The data shows that wall posts have a higher CTR, which average 6.86%, than the anemic click-throughs for other online and social media.
The data also illustrates the effectiveness of Facebook wall posts (in terms of click through) by day of the week. Tuesdays and Wednesdays rank the highest when it comes to which days have the highest click through rates. Just as insightful is the end of the week where the social click through rates are below average, and in some cases by two-fold.
The sample data reported was compiled from nearly 200 million fans impressions on Facebook pages over a 5 month period (March though August 2009).
Reader Comments.
Interesting how the click through trends by day of the week in social media mimic the response by day of e-mail marketing. The % of clicks is obviously much higher, though.
Interesting info on CTR, but is there any conversion on the social networks? I think that Facebook, and every social channel is still playing the smoke and mirror game as far as “we have big numbers”. But CTR isn’t a measure of true value if the clicker has no intent to ever convert (sale, form fill out, etc). These are however things to keep an eye on, as we all know – Facebook is taking this number straight to a $1 Billion IPO soon.
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