Facebook seeks to justify money spent on total Likes
San Francisco, CA -- (SBWIRE) -- 02/01/2013 -- There have been a long list of questions following Facebook's new Graph Search. Jim Edwards of Business Insider posted what is likely the clearest description of the company's motivations for the new feature.
Edwards story has this contention at hand: “Facebook’s ‘Graph Search’ Is Really A Plan To Rescue The ‘Like,’” gets right at the immediate utility of the service’s “third pillar.”
In other words, advertisers have spent large amounts of money on campaigns to build up their “Likes,” but have found themselves to be disenchanted with the ROI stemming from it. Due to the search function relying heavily upon the Likes system, it has become a way to justify past money spent and continuing the campaigns going forward.
Even if Facebook does not create the proper advertising opportunities, Likes are a clear attempt to influence frequency with which a brand shows in results. When it comes to advertising, this may turn out to be preferential system due to the subliminal Like activity itself.
So with a single stroke of the brush, Facebook has jockied to receive advertisers going back to the races again to get their like counts back in the hope of being in the forefront of the Graph Search results. The results will leverage past money spent, while rewarding the money in the medium that can be bought on the ready.
And so the acquisition of Likes, whether or not they are legitimate, will become quite simple. Gaining attention through advertising online and through mobile is still hard. Assuming Facebook can supply its users with enough reasons to utilize the Graph Search will show advertisers a way to translate investment in Likes into concrete visibility that they can thus utilize.
Since digital advertising is a numbers game, and total numbers are the ultimate goal, it could take time for agencies to see clients that realize what portion of Like-spending is going to acquire the fans needed to justify the spending.
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