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Examples
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But to see how Facebook now hopes to turn many of those advertisers into paying customers, look at how it convinced Omaha, Neb.-based retailer Gordmans Inc. to stop relying on free Facebook marketing and to start spending on a new kind of Facebook ad called "Sponsored Stories."
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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Facebook's explosive growth attracted Gordmans to set up a free page on the site as a virtual hangout to have conversations with customers.
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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"The cost was the time it took to build the content and post it," said Veronica Stecker , Gordmans' media manager.
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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Ms. Stecker from Gordmans, who had already begun buying traditional Facebook display ads to attract more "likes" to her page, decided to give Sponsored Stories a try last spring.
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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Here's how it worked: Once a user "likes" Gordmans, the retailer can pay to have posts rebroadcast to the user, and his or her friends.
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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But last year, as Facebook added more components to its site, and users shared exponentially more content with friends, Gordmans' free messages started getting drowned out, said Ms. Stecker.
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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We left Friday afternoon and got there three hours later (would have been two, but the U.S. border port of entry was busy – a near 30 minute wait for us); our first stop was Gordmans, a great discounted department store.
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While we were at Gordmans we ran in to our aunts (my cousins mom and grandma), they were in town too!
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Gordmans Stores' fiscal first-quarter earnings rose 14%, but the regional discount retailer gave a disappointing earnings and revenue forecast compared with analysts expectations.
Blue Chips Skid for Fourth Week in a Row Steven Russolillo 2011
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It recently sponsored a story that asked fans to "show your local Gordmans the love," by participating in a vote for their favorite store.
Advertisers' Free Ride May End On Facebook Geoffrey A. Fowler 2012
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