What’s Not to “Like?” Can a Facebook Fan Base Give a Brand the Advertising Reach it Needs?
Karen Nelson-Field, Erica Riebe and Byron Sharp
Ehrenberg-Bass Institute
Management slant
- The buying concentration of a brand's Facebook fan base is extremely different from that of a typical population of shoppers.
- The Facebook fan base generates a non NBD-distributed population in that it is very skewed to heavy buyers.
- Skewing heavy has big implications to marketers who want to use their Facebook fan base for brand growth strategies.
- Advertising media that skew towards light buyers are particularly valuable –...