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How To Drive ROI from Facebook

By Jamie Beckland | Posted on July 27, 2011

Marketers are spending countless hours building out Facebook Pages, creating pithy status updates, and working hard to get their customers engaging on Facebook.

While we do see case studies championing the marketing performance of these channels, it’s still quite difficult to track ROI from Facebook. Too often, attribution for ROI comes from the last click the user has made, and that’s still typically from a search query.So, how do marketers evaluate the success of Facebook marketing efforts? All too often, the success of the program comes down to the number of Fans on a Facebook Page – regardless of whether these Fans are, or ever become, customers.

Marketers need a better way to bring Facebook into a comprehensive digital strategy, instead of playing with something just because it’s shiny and new.

image facebook whitepaper

Our new white paper, How to Leverage Facebook to Drive ROI on Brand Sites, outlines a full system for moving your users from Facebook, over to your website, where you can drive conversions. Having a consistent system for finding and engaging new users on Facebook, then driving them to your brand site to convert, is the key to linking your Facebook presence to real ROI.

Check out the white paper and let us know your thoughts in the comments.

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About the author

Jamie Beckland

VP of Product

Jamie has been delivering custom web solutions for more than 10 years, and built his first social media community in 2004. Prior to Janrain, Jamie led the emerging media practice at White Horse, and has worked as a marketer and technologist with clients including Coca-Cola, Financial Times, Samsung, Wells Fargo, L’Occitane, The Brooking Institution, and many others. He frequently speaks about technology trends and writes for Mashable, Social Media Examiner, iMediaConnection, AdAge, and other publications.

View all posts by Jamie Beckland