With 900 million fans, Facebook is the ultimate venue for brands to interact with their fans and customers. Here’s how companies scale their engagement across thousands or millions of audience members with a handful of community managers. And how brands measure the impact of their Facebook content, pages and posts.
How to measure a brand’s Facebook interactions?
How to make sense of the metrics, including Virality, PTAT, and Post Reach?
How to correlate content performance with brand performance across social programs?
With Facebook’s race to a billion users, a whole new dimension of user interaction analytics is available.
To date marketers spend an annual $450 Billion on brand marketing. With social networks like Facebook they get a new cost effective tool that allows for unprecedented outreach, engagement and insights on a massive scale.
Word of mouth via social networks is a very powerful tactic that can significantly influence the desired business outcome. People who connected with brands are much more likely to buy and recommend a product.
Connected fans are also more brand aware, love a brand, have a higher mindshare of a brand and offer higher brand advocacy.
Hence the importance of social interaction measurement as it becomes the cornerstone to brand engagement. Yet it’s not evident to connect social activity to business outcomes.
Still, by the year 2012 the social honeymoon is over: Social has been upgraded from «intriguing» to «mission critical».
The new Facebook timeline offers branding opportunities as well as milestone visualization including the new Facebook apps such as Nike+.
The apps history offers motivation from friends, advice about the app, jokes and remarks from friends and event recommendations.
This kind of app interaction is so powerful because word of mouth is the biggest trusted source of marketing. Much more important than the very expensive TV ads that don’t even offer precise interaction analytics.
This makes Facebook pages potentially mission critical elements of a modern and effective marketing mix with an organic word of mouth effect.
Instead of placing «conventional» ads, now Facebook offers the presentation of stories with a feedback channel and different presentation and teaser options.
Social Measurement: Facebook Pages Insights Deep Dive
Businesses should not only measure the somewhat weak metric number of fans but rather the PTAT, the new People Talking About That analytics metric. PTAT shows the overall «health» of a Facebook brand Page.
It analyzes the «conversation» happening around a Page across Facebook and provides a numerical score based on aspects such as Likes, Posts to the Wall, comments, tags or mentions. It basically offers word of mouth analytics at scale!
Facebook PMD Program
Facebook started a preferred marketing developers program in order to push social marketing features.