Facebook engagement among brands up 338%, says Adobe

Brands are still crazy about Facebook even if they can’t quite figure out how to best leverage the massive social platform. Facebook investment numbers show an increase of 21 percent between the first and second quarter of 2012 as well as an 84 percent bump between the second quarter of 2011 and second quarter of 2012. The extra money, time, and effort are apparently paying off: Facebook brand engagement numbers show a growth of 60 percent between the first quarter of 2011 and the second quarter of 2012 as well as a whopping 338 percent jump between the second quarter of 2011 and second quarter of 2012.The latest numbers come from last quarter’s Adobe Digital Index, which compromises over 250 billion impressions and activity of 46 million fans for 225 companies in the automotive, CPG, financial services, media and entertainment, as well as retail industries. The eight-page report, titled “Q2 2012 Global Digital Advertising Update”, is overall quite positive, noting that paid search continued to grow across industries, spend grew by double digits, and ROI improved thanks to lower CPC rates.

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