Measuring The Value Of A Facebook Fan
Syncapse recently put their analysts, SocialTRAC, and various panelists to work and figured out a smart way to assess the value of a fan as it relates to 5 primary categories, including: 1) Product Spending, 2) Brand Loyalty, 3) Propensity to Recommend, 4) Brand Affinity, and 5) Earned Media Value.
Study: Only 1% of Facebook 'Fans' Engage With Brands
For a few years now, brands have been touting frothy Facebook "like" numbers as evidence of their social-media acumen. But how many of those fans are actually bothering to take part in conversation with brands?
The Craft Division of Fiskars Brands, a Finland-based 350+ year-old company, had very low brand loyalty since their products – crafting tools and consumables – were “knocked-off” in China soon after they hit the market, which put the squeeze on all the dollars Fiskars invested in R&D. Plus, their brand research revealed that they were the “milk and saltine crackers” of their industry… there wasn’t a high-emotional connection there.