Facebook has growing problems with framing its engagement with customers. This is very important.
The latest quarterly results show two big trends:
1- Younger tens are tuning out to Facebook and using it less. My guess is that they are moving to chat apps on their Androids and iPhones.
2- The average Facebook user clicks on an ad once a week. This is being lauded by founder Mark Zuckerberg as “a great sign that people are finding ads useful.” Really? They click on an ad ONCE a week and that’s considered a success?
What do they actually buy? How long do they linger? And why–again–only once a week? What are the measurements of this deeper, longer engagement?
Framing your engagement with customers is key to business success in this world of social media. It is is one of the key Creative Competencies. Facebook needs to get it right.