Smallwood was joined by Tom Buday, Nestle's global head of marketing and consumer communication. Buday outlined Nestle's Facebook approach through the example of its portfolio brand Skinny Cow. Buday said the brand is successful on Facebook because of its perceived authenticity leading to significant "owned" media impressions. Those impressions, in the form of Page Posts, make it to the news feed at a significantly higher rate than the 16 percent or so average that Facebook says most brands on the site can expect, Buday said.
Despite that high penetration rate, or perhaps because of it, Buday argues advertising on the platform is essential. Using Facebook advertising, and not merely organic distribution, he says, "We were able to triple the reach of an already successful post… We do see value in Facebook advertising."
As for measuring offline impact, Buday believes Datalogix is an important step in that direction, but offered little reason to believe Nestle is closely managing frequency on the platform. He summed up Nestle's Facebook philosophy this way: "Reach is really important, clicks less so… Message quality is the most important thing. For frequency, manage things as you see fit."