The Power of Like: How Brands Reach (and Influence) Fans through Social-Media Marketing

This research offers an in-depth analysis of how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages.

The Power of “Like”: How Brands Reach (and Influence) Fans through Social-Media Marketing

Andrew Lipsman, Graham Mudd and Mike Rich

comScore

Sean Bruich

Facebook

Management slant

  • Social media channels, most notably Facebook, represent a significant and growing opportunity to reach brand fans—and their friends—with branded content that may take the form of both paid and earned media impressions.
  • Despite many brands' current focus on simply counting fans, this research demonstrates how attracting fans represents only the initial springboard to reaching fans and friends of fans with paid and earned media impressions.
  • Social media brand impressions are...

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