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Earlier today we wrote about a comScore report that suggested marketing on Facebook wasn’t a waste of money.The full report won’t be out until next week, but it teased this line: “Facebook earned media is having a statistically significant positive lift on people’s purchasing of a brand.”
Sounds good, right? While it’s certainly not bad, it’s not necessarily good for Facebook as a business.
The key phrase is “earned media” which is code language for free brand pages. Facebook isn’t getting any money from those pages.
We reached out to comScore for more clarity on the matter. Andrew Lipsman, VP of industry analysis, and the person that wrote the original post, says comScore hasn’t studied how paid advertising can impact earned media.
In other words, the paid ads that are supposed to help the free brand pages might still be worthless.
However, Lipsman believes the paid ads will eventually prove to impact the free brand pages.
He told us that comScore research shows that people exposed to search ads and display ads have better brand recall. There is a “synergistic effect” to using both forms of marketing.
He thinks that Facebook will ultimately exhibit similar tendencies. He thinks the free, social channels will be boosted by paid advertising. ComScore just hasn’t done the research to prove it yet.