comScore Inc., Reston, Va., and Facebook released the second white paper in The Power of Like series, “The Power of Like 2: How Social Marketing Works,” including original analysis demonstrating ways in which exposure to earned and paid media on Facebook drives behavioral lifts in purchase behavior. The analysis leverages data and insights from the comScore Social Essentials and comScore AdEffx products. It is available as a free download.
According to the report, brands can maximize the impact of their social marketing programs on Facebook by leveraging a framework that helps them move beyond Fan acquisition to delivering reach, impact, and measurable marketing ROI. Using the Brand Page as a control panel for creating social marketing programs, brands should focus on benchmarking and optimizing on the following dimensions to deliver against their 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
Most leading brands on Facebook achieve a monthly Amplification Ratio of between 0.5 and 2.0, meaning that they extend the reach of their earned media exposure of Fans to Friends of Fans by 50-200 percent. These ratios can be increased to improve brand reach by focusing on tactics to optimize Fan Reach and Engagement or by supplementing with paid advertising strategies.