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....