comScore and Facebook Release Research Paper on Social Marketing

The Power of Like

The Power of Like

comScore, in collaboration with Facebook, has released its second research report that examines ways in which brands can quantify and optimize their social marketing programs on Facebook, a channel that now accounts for one in every seven minutes spent online. Key insights from The Power of Like 2: How Social Marketing Worksinclude:

  • Brands can maximize social marketing programs by leveraging a framework to move beyond fan acquisition to delivering reach, impact and measurable marketing ROI
  • Using the Brand Page as a control panel, brands should focus on benchmarking and optimizing against broader marketing objectives:
    • Fan Reach—exposure in the news feed
    • Engagement—fans interacting with brand page marketing content
    • Amplification—viral delivery of marketing content from fans to friends of fans
  • Facebook’s unique marketing channel enables Paid, Earned and Owned Media to be leveraged in a cycle of brand impact as these communications can be supplemented through Sponsored Stories and Promoted Page Posts.

In its first research report, The Power of Like: How Brands Reach and Influence Fans through Social Media Marketing, comScore found that friends of fans represent a much larger set of consumers than a brand’s fans—81 times larger, on average. The link to this extended network occurs when fans engage with a brand’s messages, thereby sharing the message with their friends.

View Press Release

Download complimentary copy of paper

About Cheryl Ann Peltier-Davis

Cheryl Ann Peltier-Davis is Digital Initiatives, Cataloguing and Metadata Services Librarian at the Alma Jordan Library at the University of the West Indies, St. Augustine, Trinidad and Tobago.

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