Facebook under the spotlight: Evaluating the impact of social media alongside TV
Robert EllisCOG Research, UK
Introduction
Facebook, the leading social media site, has become a highly valued, even controversial, advertising medium with $3.7 billion worldwide revenue in 2011 of which 85% was advertising, but measures of effectiveness and insight into how the channel might work are in relatively short supply compared with established media. Metrics such as 'likes' are available but offer little evidence of the true emotional shift that brands might hope to achieve by advertising or running promotions in a social media context.
One of the...