Curation Revolution

Facebook's ROI Mystery Wrapped In Enigma
As I pointed out in my Virtuous Viral Loop post from last week (http://sco.lt/56p69J ) Facebook's role in our conversion funnels is far from fully understood. My friend Bill Ross just created a great infographic showing Facebook ad performance by business vertical. 

Telecom and Fashion seem to rule Facebook ads and they aren't far off from understanding how to use Facebook to create engagement and brand loyalty either. Strange to think of Telecom's and Fashion as leading Internet marketers, but both understand the SOCIAL and MOBILE side of what is happening now perhaps better than any other business vertical.

Great infographic from Linchpin SEO.
http://www.linchpinseo.com/infographic-facebook-ad-performance-by-industry  

Determining the "best" social network for your marketing is highly dependent on what you are selling and looking for engagement for and about. If you are a B2B company selling high end engagement to the C level you may be better off concentrating on LinkedIn. 

B2B companies shouldn’t abandon Facebook entirely since you never know what offer will resonate where, at least you won't know until you test. Create a campaign and then split your initial investment 70% on LinkedIn and 25% Facebook and 5% Twitter and see what you get back. 

Remember to set up generous Key Performance Indicators (KPIs) in the beginning such as unique traffic, time on site and names into your list. You can worry about who makes it all the way down your buying funnel after you figure out what drives traffic in. You might find Facebook drives small amounts of traffic that convert better. Who knows. 

If you are a B2C play you might reverse those numbers focusing mainly on Facebook and seeding other social nets lightly to see if they have any ability to drive converting traffic. 

Bottom line is test everything and then doubles down on the social net that wins.