Millions of products
have been "Liked"
on Facebook (NASDAQ:
). However, critics and advertises continue to argue over the
validity of these "Likes" and their ability to persuade consumers
to make a purchase. General Motors (NYSE:
) was so upset with Facebook that it announced that it would no
longer use the site to advertise. Other corporations, such as Ford
) and Coca-Cola (NYSE:
), recently for the social network.
Last month, comScore (NASDAQ: ) attempted to demonstrate the
value of . comScore argued that other methods for measuring
Facebook ad results were flawed. The company was particularly
critical of a
poll that claimed that Facebook users are not swayed by ads or user
"While surveys can be useful in assessing ad effectiveness lifts
across attitudinal dimensions such as brand awareness, favorability
and purchase intent, people tend not to provide very accurate
assessments of their own behavior," comScore
wrote on its blog
. "And their accuracy in recalling their own behavior over an
extended period of time can be especially unreliable. People might
be able to accurately tell you how many times they have eaten at a
restaurant in the past week, but they would probably do a poor job
estimating that number over the past three months."
The argument surrounding Facebook ads may continue for some
time. But there is one company that hopes to push the site in a
has developed a new feature called the Universal Price Alert for
its Glimpse Facebook app. In short, Universal Price Alert "gives
retailers a new channel to reach out to [consumers] who are already
interested by sending them carefully targeted emails with discounts
This could provide retailers with a new way to advertise to
consumers while reinforcing their respective brands.
(c) 2012 Benzinga.com. Benzinga does not provide investment advice.
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