The 8 Success Criteria for Facebook Page Marketing

Research Report: The 8 Success Criteria for Facebook Page Marketing

Authors: Jeremiah Owyang

Publication Date: July 27, 2010


Altimeter Group conducted research and gleaned input from 34 vendors, agencies, and experts to determine success criteria and develop a roadmap for Facebook page best practices. We found eight success criteria for Facebook page marketing and then tested the maturity of 30 top brands across six industries. Our heuristic evaluation revealed that brands fell short — nearly half of the brands we reviewed (14 out of 30) did not fully leverage social features to activate word of mouth, the hallmark behavior of social networks. Within this immature landscape, a few brands were on the right track to successfully harnessing Facebook page marketing. Brands like Pampers, Macy’s, Kohl’s, and AXE increased engagement and activated word of mouth through advocacy and peer-to-peer interactions, or they solicited business calls to action that resulted in transactions.

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The 8 Success Criteria for Facebook Page Marketing 

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Open Research

This research report was 100% funded by Altimeter Group and published under the principle of Open Research. The report and survey data are intended for you to read, utilize, and share with others. We ask that you provide attribution to Altimeter Group.