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When 40 Minutes Just Isn't Enough
By: Mike Bush
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Yesterday, Facebook released their Q2 earnings, and one of the numbers I’ve seen bandied about this morning is the daily time the company claims users are on the site: 40 minutes (more than double the metric it shared last year).
 
In that time, you could: What’s most interesting, though, is that Facebook last week rolled out a new tool aimed at increasing the amount of time that you’re on the site, the Save tool (known as bookmarking on every other website, well, ever). As GigaOm points out, this isn’t a new tool for keeping up with your friends:

These days, Facebook is just barely the place where you go to catch up on your network….And every step Facebook takes forward further solidifies one simple fact: It doesn’t care about your socializing. It cares about your content consumption.

And consuming content takes time.
 
PR strategy-wise, is there any doubt that we’ll see someone at Facebook pen an op-ed to an advertising trade (or top tier publication) claiming the death of PPC advertising and the rise of Time on Site as the new “it” metric?

Love or hate the site, Facebook needs to be part of a comprehensive PR and communications strategy. With 1.3 billion active monthly users spending 40 minutes daily on the site, we as flacks have to know that’s where our audience is probably hanging out. And as Facebook tries to become more of a content providing/curating company, it becomes more imperative for us to use the site to our clients’ advantage. 


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About the Author
Mike Bush is a PR and Marketing freelancer with more than a dozen years of experience in the field. Find him on and connect Twitter @mikebush or at www.mikebush.nyc. 
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