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Panpa Bulletin : November 2010
www.panpa.org.au it’s who yoU kNow DESPITE the low cost and many benefits of using Facebook for marketing, a leading social media marketing expert says regional me- dia companies are failing to get the basics right. Our media companies are “10 to 30 times weaker (on Facebook) than the other brands that use Facebook”, says Europe-based expert Jan Rezab. “Facebook is growing a lot; it’s close to the inflection point, the max point where it could be. It’s at almost 45 percent out of the Australian population, 9.5 million users,” says Mr Rezab, who runs marketing and analytics company, Candytech, a specialist on Facebook that is based in the Czech Republic. Candytech ran an analysis of media companies’ presence on Face- book to measure their performance against local counterparts, looking at traffic and fans and friends. Mr Rezab says many local publi- cations do not even have a simple Facebook fan page or the necessary connections from their websites. “Facebook is an awesome tool for brands,” he continues. “Starbucks has recently reached 10 million fans on Facebook. Of Australian brands, Ugg has over 300,000 fans.” Media leaders such as CNN generate millions of comments, like- button clicks, and “shares” of articles. Such devices drive traffic to the website, which then generates ad impressions and revenue. Besides the sheer volume of traf- fic Facebook can bring, Mr Rezab says the site also provides valuable information about users, such as age, gender and location. He illustrates this, describing how one website, The Insider, switched Expert says local newspaper brands weak on Facebook NiCk EvERShEd reports from the 2010 PANPA Future Forum 10 | NOVEMBER 2010 | The PANPA Bulletin SoCIAL MEDIA SPECIAL REPoRT