Despite being a hugely popular platform for social media marketing initiatives, Forrester Research has suggested that businesses aren’t a priority for Facebook, and marketers using the platform are indecisive, according to an article published by New Media Age.
Whilst 96 of America’s top 100 brands operate a presence on the social media site, Forrester has stated that marketers lack an understanding of how to get a good ROI (return on investment) on the site.
In their report which has been published today, the company has also stated that Facebook has made it increasingly difficult for businesses – changing content management options and providing a limited amount of data for analysis.
VP principal analyst at the company and the report’s author, Nate Elliot, launched an attack on the approach taken by marketers on Facebook.
He said: “Marketers are all over the shop because they didn’t know why they decided to use Facebook in the first place. They rushed to be there without understanding what they are doing there.”
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