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Does the hard sell work on social nets?

November 10, 2009 |

The conventional wisdom is that brands should mostly concentrate on listening rather than talking in social media. This may not be totally accurate, according to new data from Publicis.

Publicis Groupe digital shop Performics has found consumers are actually quite receptive to direct response-style product offers on social networking sites like Facebook. "Companies need to look for ways to do classic push marketing," said Michael Kahn, svp of marketing at Performics.

Performics, which runs performance marketing campaigns, has run efforts through Facebook's self-service ad platform that are "as effective as search in terms of ROI," according to Kahn. One was a push for T-shirt seller Threadless promoting a sale that performed on par with its search efforts, and resulted in $3 in revenue for every $1 spent on cost-per-click ads.

While Facebook remains the largest and most attractive social platform, others are proving effective at sales. Digg has seen success with direct offers from advertisers like Amazon using its social ads platform that lets users vote on ads. Dell has sold over $3 million worth of goods through its Twitter accounts that feed product offers. @DellOutlet has over 1.3 million followers.

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