Facebook Fans: Understanding the motivations and aspirations driving brand followers
Jason Mander
Social society
Much ink has been spilt over "fans" who follow brands on social networking sites; about as often as we hear about the imminent "death" of Facebook, we're invited to question the authenticity of "likes" or quantify the ultimate financial value that they bring to a company. And just as one brand announces that it will be devoting a much greater spend to social campaigns, another will report a rapid retreat following what it deems to be a lacklustre ROI.
Clearly, it is absolutely right to...