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Benchmark

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8 diapositives · 211 Views · Aug 04, 2014

Facebook, launched in February 2004 by Mark Zuckerberg and his college peers, is a prominent social networking platform where users create personal profiles, connect with friends, and join interest-based groups. Despite its vast user base, Facebook faces challenges in advertising effectiveness, with a notably low click-through rate (CTR) of just 0.04%. Factors like savvy users employing ad blockers and a focus on communication rather than content exploration contribute to this issue. Understanding these dynamics is crucial for public relations professionals navigating the platform.

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  1. Benchmark By Kendra Neal

  2. What is Facebook? • Facebook is a social network service and website launched in February 2004 that is operated and privately owned by Facebook, Inc. Users create a personal profiles, add other users as friends, exchange messages, and so much more. Users may join common interest user groups, organized by workplace, school, or college, or other characteristics. • The name of the service stems from the name for the book given to students at the start of the academic year by university administrations in the US. • Facebook allows anyone who declares themselves to be at least 13 years old to become a registered user of the website. • Facebook was founded by Mark Zuckerberg with his college roommates and fellow computer science students Eduardo Saverin, Dustin Moskovitz and Chris Hughes.

  3. Why is it important to PR?

  4. Facebook Benchmark CHART

  5. Future Challenges for PR • Facebook generally has a lower clickthrough rate (CTR) for advertisements than most major websites. • This means that a smaller percentage of Facebook's users click on advertisements than many other large websites. • Facebook's users click on advertisements an average of 0.04% of the time (400 clicks for every one million pages).

  6. Future Challenges for PR • Explanations for Facebook's low CTR include the fact that Facebook's users are more technologically savvy and therefore use ad blocking software to hide advertisements, the users are younger and therefore are better at ignoring advertising messages, and that on MySpace, users spend more time browsing through content while on Facebook, users spend their time communicating with friends and therefore have their attention diverted away from advertisements

  7. Sources • http://blog.facebook.com/ • http://www.facebook.com/press/info.php?timeline • http://articles.sfgate.com/2010-09-26/business/24098188_1_facebook-co-founder-mark-zuckerberg-facebook-ceo • Facebook.com • Google.com (images) • http://www.webhostingreport.com/learn/facebook.html