Facebook and Omniture: A welcome step in social media measurement
To the detractors, Facebook advertising only works for dating sites (and perhaps online degrees). As we demonstrate with the MarketingExperiments Conversion Heuristic, motivation is the most important factor influencing the probability of conversion. And the detractors would claim that most people who visit Facebook are motivated by one thing and one thing only.
Other marketers are happy to jump at any social media marketing opportunity. To them, Facebook is one big opportunity that they’re just trying to find the right tactics to embrace (of course, it might help to wipe the dollar signs out of their eyes first).
I’m a pragmatist. I’ll leave my personal biases at the door any day in favor of solid metrics combined with scientific experimentation that shows what really works.
Social media measurement dreamers like myself may have a new champion. Omniture (recently acquired by Adobe for $1.8 billion) will announce an expansion of its partnership with Facebook in a keynote address today at Omniture Summit 2010.
Omniture is going to expand its existing search management solution, and its SearchCenter Plus customers will now be able to manage and compare their spend on search engines and on Facebook in a single tool. Online Marketing Suite 2.0 will include Facebook social media optimization, integrating Facebook ad management with Omniture® SearchCenter®.
This unified reporting will help marketers more efficiently understand and respond to ad ROI (and perhaps move from tactical to strategic use of social media marketing).
What gets measured gets done (better)
Omniture’s powerful analytics and testing tools have provided users with reliable reporting and experimental implementation. (Disclosure: MarketingExperiments provides Omniture SiteCatalyst® and Test&Target® consulting and integration services alongside its own optimization and experimental design expertise.)
Detailed demographic and engagement data provided by Facebook’s login-required environment will further help advertisers position their message in front of the right audience. On the practical side of optimization, the ability to use this data is critical to experimental design (understanding performance on segment level), and the automation already provided by Omniture SearchCenter will help roll out tests on Facebook placement faster in the same convenient interface with search ad management.
Will Facebook become more attractive to major marketers?
This is an important step by Facebook to become a more mainstream publisher, opening it up to Omniture’s substantial customer portfolio of major B2B and B2C brands. Tighter Omniture integration brings additional legitimacy to Facebook as a marketing channel, whose power as a social media network has been as business-ambiguous for major ad spenders as it has been popular for tween marketers.
For optimization professionals, this also signals a significant opportunity to gain greater insights and deliver more relevant messages to target customers.
How do you use social to make money? Respond to the discussion in our LinkedIn group or drop us an email. We’ll feature the best tips, techniques, and practices in a future blog post, so make sure to include any info (Twitter handle, website) that you’d like to promote.