Stop worrying about likes, comments and shares, says Facebook ANZ’s head of automotive
Facebook ANZ’s head of automotive told marketers auto brands should stop worrying about “likes and comments and shares” and instead should focus on their bottom line.
During a panel at Mumbrella’s Automotive Marketing Summit yesterday, Ted Bergeron said: “Facebook and Instagram – it’s a channel. It’s not social. When you talk about likes and comments and shares, that’s wrong. We want to talk about how many cars did you sell? How many leads did you get? How many eyeballs did you get?”
“If you have 15 million people on the platform every month, 12 million every day, on this device: it’s broadcast. There’s no difference to how we used to describe TV, out of home and print,” he added.
So the bloke from Facebook told us that Facebook isn’t social? Eh?
He’s right – Facebook stopped being social years ago.
They’ve just commissioned millions of dollars in original content – for most consumers, they’re the #1 source of news – they’ve become a broadcast platform … with algorithm as gatekeeper.
mmm….. #1 source of fake news.
Relax Donald…
Facebook spokesperson comments are self serving and I would argue not endorsed by the company. It is a social network. This is not in dispute. It is interactive and very specifically it is not broadcast. I dont think this spokesperson actually knows what broadcast means. It is one way. He is comparing FB to print and TV. What?
desperate for TV dollars as well as every other marketing dollar = greed
It’s funny because TV and print are notorious for overstating their reach. Why would he compare Facebook to an inferior broadcast/publishing system?
Hey Daniel have you checked the new Nielsen daily data?
A handful of publishers can reach a million people in a day. Around a dozen TV shows do that every week – and that’s just in the capital cities. So what is inferior in having more users?
Please explain.
Facebook has 12 million daily users in Australia.
Mathematics isn’t a strength of mine, but I’m pretty certain that’s a lot more than 1 million.
Very much looking forward to hearing Mark Ritson’s response to Facebook’s comments about them being a broadcaster..
Ah yes, use influencers. Facebook the publisher needs them to produce all that content that they don’t pay for.