Facebook and comScore recently published a white paper on “How Brands Reach and Influence Fans Through Social Media Marketing.” The document is full of some pretty interesting case studies on Starbucks, Southwest and Bing, with regards to how they use their Facebook Pages to generate interest, buzz and business.
How to Measure a Like
What’s interesting to me is that we’re finally getting away from measuring ROI for social media in the terms of “this interaction = this in sales.” It’s about time. According to the white paper, Facebook fans can be valued in several ways:
By increasing the depth of engagement and loyalty of fansBy generating incremental purchase behaviorBy influencing friends of fans
Read the full post at: Success Tips Online