Evaluating social media: The value of a Facebook fan

Just how important is a 'like' on Facebook for a brand? How can the value of a brand's activities and the activities of people who interact with it be measured? In this article, Starcom MediaVest's Steve Smith reveals some of the agency's techniques for gauging users' reactions to a brand they encounter on Facebook, what happens after they actively 'like' a brand and how deeply their emotions are affected.

Evaluating social media: The value of a Facebook fan

Steve SmithStarcom MediaVest Group

Understanding how people experience brands on Facebook and then go on to recommend a brand is critical in developing a social strategy.

With around 175 million people logging onto Facebook every day, according to Facebook, the social network offers brand owners significant opportunities to attract, engage and interact with people in real time, through posts, videos, competitions, games and other content, depending on what they want to achieve.

However, a question which marketers and advertisers have been grappling with is, how can the value of a...

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