In a recent article in eMarketer we got the low down on the problem with Facebook advertising: no one pays attention to them. In a May 2012 poll by the Associated Press (AP) and CNBC, 83% of Facebook users in the USA hardly ever, or never, clicked on online ads or sponsored content when using Facebook.
Although Facebook still has a lot of daily engagement, people don't stay on one page for very long and move quickly from page to page. They aren't interested in the ads. Getting a consumer to click through a brand website is difficult.
Consumers don't like to leave the Facebook environment. “A very common thing for a lot of advertisers is when they try to direct users off of Facebook, they find that their conversion rates are considerably lower than if they try to keep them within the Facebook environment,” says Chad Warren, senior manager of social media product marketing at Adobe.
In contrast, Radio holds more than 92% of it's lead-in audience during commercial breaks without turning the dial. This dispels the myth that people turn the dial when a commercial comes on.
Let's remember that Radio increases website traffic by 52%, which means using Radio to drive traffic to your Facebook fan page, or to your personal website, is the way to go. Radio starts the conversation, which then leads clients to more direct clicks.