Value of a Social Media Impression - Social Media Impressions on Facebook

Stephen D. Rappaport

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of value of social media impressions on Facebook.

Value of a Social Media Impression – Social Media Impressions on Facebook

Stephen D. Rappaport

Research by Nielsen and Facebook explored the value of three different types of impressions: paid impressions, paid with social advocacy and earned media. Their study of 70 brand advertisers examined 125 different campaigns from 70 advertisers over a six month period. Authored by Jon Gibs (Nielsen) and Sean Bruich (Facebook), their results were reported in April 2010.

The study using Nielsen's BrandLift methodology, a combination of lightweight polls (1-2) questions) in a test/control methodology. BrandLife gauges the effect of advertising on consumer attitudes following exposure....

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