So I'll preface this with a note that I'm hardly a disinterested spectator here as I've been banging this particular drum for a while! But research out today by LinkShare (via the Internet Advertising Bureau) shows that only 4% of users have ever clicked on an advert on a social network.
At the same time however, LinkShare's results show that only 18% of survey respondents found ads on social sites to be interfering.
LinkShare says that this means opportunities are still there for brands. My take on it is rather different - that social networkers have developed their own form of banner blindness. They are so busy doing their own thing, that they don't even notice it's there.
What users did find intrusive was display advertising (on run of the mill sites) - 62%, direct mail (email?) - 48%, and pre and post roll video ads - 46%.
By contrast, 59% thought that special offers and promotions online were useful.
So is Facebook et al a waste of time for marketers? In terms of advertising it appears yes, but in general no.
Case in point: According to today's stats on Inside Facebook, Starbucks, Coke and Pringles are all in the top 20 Facebook Page leaderboard.
Image - from Inside Facebook
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