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8 Success Criteria for Facebook Page Marketing from Altimeter Group

By Katie Keenan | Posted on July 27, 2010

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Today the Altimeter Group published a new report: The 8 Success Criteria for Facebook Page Marketing. Drawing on input from 34 vendors (including Janrain), agencies and experts, Altimeter defines the golden rules for getting the most out of your Facebook marketing efforts and tests the maturity level of 30 top brands across this criteria.

Citing real world examples from the likes of Pampers, Target, Sears and Macys, Altimeter does a nice job of packaging up best practices in this area. The bottom line is that most companies still have a ways to go to fully tap into the marketing engine inside Facebook.


Considering that 68% of consumers with a Facebook account say a positive referral from a Facebook friend would make them more likely to buy from or visit a retailer, this is clearly something all marketers need to figure out quickly.

On the bright side, it isn’t rocket science, and the report includes practical tips and pointers that are relevant to any organization, regardless of size or industry.

A final recommendation is to:

Connect the Facebook experience with existing efforts, like your corporate website.
Customers want to connect to their friends on Facebook and beyond. As you become advanced, you must integrate Facebook features into your corporate website providing opportunities for instant engagement and word of mouth. However, don’t foolishly send away your hard-earned traffic to Facebook without a strategy. Instead aggregate Facebook discussions right on your corporate website.

Janrain Engage does just that and more – learn more here.

Check out the Altimeter Slideshare presentation here:

The 8 Success Criteria For Facebook Page Marketing


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About the author

Katie Keenan

Katie Keenan

Interactive Marketing Manager

A true geek at heart, Katie works behind the scenes on Janrain's website and social media strategy as the interactive marketing manager. Katie has more than 10 years of experience building websites and managing online communities in media, retail, technology, law and the nonprofit sector. Her passion: to get rid of the clutter and help to improve efficiencies across the web to spark online engagement.

View all posts by Katie Keenan