A recent edition of the “MTSU On the Record” radio program explored the reasons that a major social media site has challenges with advertising effectiveness.

Host Gina Logue’s interview with Dr. Michelle Beauchamp, assistant professor of marketing at MTSU, aired in August on WMOT-FM (89.5 and www.wmot.org ). You can listen to their entire conversation here.

Beauchamp’s work was published in the January/February 2013 edition of The Journal of Applied Business Research.

Dr. Michelle Beauchamp

Facebook posted this graphic on its own Facebook page in May as part of a series of items about its growth during the previous year. You can click on the graphic to see the full series.

While recent reports show Facebook’s stock rising significantly, Beauchamp’s research finds that Facebook’s low click-through rates and negative user perceptions of Facebook ads could turn off corporate sponsors.

A “click-through rate” is the number of times a click is made on an online advertisement, divided by the total number of times the ad was served to the users.

Despite having nearly 1 billion users, four out of five users say they never have bought a product or service based on Facebook advertising.

To listen to previous “MTSU On the Record” programs, go to the “Audio Clips” archives here and here.

For more information about “MTSU On the Record,” contact Logue at 615-898-5081 or WMOT-FM at 615-898-2800. A video excerpt of the interview is available below.