Is Facebook Dead? Is TripAdvisor Dead? If They Get Married, Does it Matter?

Last week TripAdvisor released a new Facebook App for brand pages, creating a seamless experience for consumers to write reviews directly from Facebook, thus never actually having to leave Facebook. Brands can spotlight their photos, showcase awards and even share user reviews. It’s a great way for brands to capture their consumers while they are on Facebook. Or is it?

In the recent State of the American Consumer from Gallup, studies reveal social media sites such as Facebook or Twitter have little sway on American’s purchasing decisions. 5% reported “a great deal of influence” and 30% reported “some influence”.  The report also says,  “consumers who engage with brands often do so when they are already attached to a product or service. Companies that engage their customers -- by providing exceptional service and a pleasurable in-store experience -- will, in turn, drive those customers to interact with them on social media.”

We all know this second portion already to be true. Consumers like the personal nature of social media sites, and will use it to connect with the brand to ask questions, voice an opinion, etc. However, since many consumers say they only use social media to connect with family and friends, they probably are unaware of the affects that brands really do have on their conversations and purchasing decisions, because their friends and family often share brand news or other conversational pieces. There are brand advocates amongst every group of family and friends who are passionate about following those few brands.

So no, Facebook is not dead. TripAdvisor is definitely not dead. And the new Facebook/ TripAdvisor marriage could encourage people to leave more brand reviews. It’s likely your brand advocates will be the ones doing so, and in turn their friends may see it. Facebook and TripAdvisor both serve different purposes for the consumer. On Facebook, they may not actively be listening to your brand, but they will be listening to their friends if they are talking about your brand. On TripAdvisor, they are actively seeking you out to learn more or leave a review. Bottom Line:

Always give your brand advocates as many resources as you can to spread the good word. If it’s relevant to your brand, add the TripAdvisor app - you may capture a consumer at the right moment.  If it doesn’t work for your brand, you can always divorce the app.