How effective is social media advertising? A study of Facebook social advertisements

Dawn Carmichael, David Cleave

Research output: Chapter in Book/Report/Conference proceedingConference contribution

7 Citations (Scopus)

Abstract

Social media advertising is becoming big business. On Facebook there are potentially as many as one billion pairs of eyes to see an advert. In the UK, on Facebook, there are around twenty seven million accounts a company's advert can reach [1]. With those kinds of figures it's easy to be drawn in by the hype and to spend money on advertising, but this leaves the central question; is social media advertising effective for small businesses? In attempt to answer this question we have launched an advert on Facebook for a case study business and monitored the traffic on the related website. We have also made observations of users interacting with Facebook advertisements. Results indicate that social media advertising can be effective for a small business even if the click-through rate is small. However it is also suggested that low click through rates from social media web sites are in part a result of poor usability on those sites which should be improved in order to deliver better results for businesses.
Original languageEnglish
Title of host publicationInternational Conference for Internet Technology and Secured Transactions (ICITST-2012)
Place of PublicationPiscataway, NJ
PublisherIEEE
Pages226-229
Number of pages4
ISBN (Electronic)9781908320087
ISBN (Print)9781467353250
Publication statusPublished - 2012
Event7th International Conference for Internet Technology and Secured Transactions - Thistle Hotel, London, United Kingdom
Duration: 10 Dec 201212 Dec 2012
Conference number: 7

Conference

Conference7th International Conference for Internet Technology and Secured Transactions
Abbreviated titleICITST 2012
CountryUnited Kingdom
CityLondon
Period10/12/1212/12/12

Fingerprint

Social media
Facebook
Click-through rate
Web sites
Small business
Business studies
Usability

Cite this

Carmichael, D., & Cleave, D. (2012). How effective is social media advertising? A study of Facebook social advertisements. In International Conference for Internet Technology and Secured Transactions (ICITST-2012) (pp. 226-229). Piscataway, NJ: IEEE .
Carmichael, Dawn ; Cleave, David. / How effective is social media advertising? A study of Facebook social advertisements. International Conference for Internet Technology and Secured Transactions (ICITST-2012). Piscataway, NJ : IEEE , 2012. pp. 226-229
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abstract = "Social media advertising is becoming big business. On Facebook there are potentially as many as one billion pairs of eyes to see an advert. In the UK, on Facebook, there are around twenty seven million accounts a company's advert can reach [1]. With those kinds of figures it's easy to be drawn in by the hype and to spend money on advertising, but this leaves the central question; is social media advertising effective for small businesses? In attempt to answer this question we have launched an advert on Facebook for a case study business and monitored the traffic on the related website. We have also made observations of users interacting with Facebook advertisements. Results indicate that social media advertising can be effective for a small business even if the click-through rate is small. However it is also suggested that low click through rates from social media web sites are in part a result of poor usability on those sites which should be improved in order to deliver better results for businesses.",
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Carmichael, D & Cleave, D 2012, How effective is social media advertising? A study of Facebook social advertisements. in International Conference for Internet Technology and Secured Transactions (ICITST-2012). IEEE , Piscataway, NJ, pp. 226-229, 7th International Conference for Internet Technology and Secured Transactions, London, United Kingdom, 10/12/12.

How effective is social media advertising? A study of Facebook social advertisements. / Carmichael, Dawn; Cleave, David.

International Conference for Internet Technology and Secured Transactions (ICITST-2012). Piscataway, NJ : IEEE , 2012. p. 226-229.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Carmichael D, Cleave D. How effective is social media advertising? A study of Facebook social advertisements. In International Conference for Internet Technology and Secured Transactions (ICITST-2012). Piscataway, NJ: IEEE . 2012. p. 226-229