{"id":15212,"date":"2012-07-04T15:00:36","date_gmt":"2012-07-04T14:00:36","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=15212"},"modified":"2012-07-04T08:13:18","modified_gmt":"2012-07-04T07:13:18","slug":"the-power-of-facebook-likes","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/","title":{"rendered":"The Power of Facebook Likes?"},"content":{"rendered":"<h3>New report shows the level of amplification you should expect from Facebook<\/h3>\n<p>I\u2019ve written before that \u201c<a href=\"http:\/\/www.musicademy.com\/2011\/10\/fans-are-vanity-engagement-is-sanity\/\">fans are vanity, engagement is sanity<\/a>\u201d in relation to Facebook brand pages.\u00a0A new joint report, <a href=\"http:\/\/www.comscore.com\/Press_Events\/Presentations_Whitepapers\/2012\/The_Power_of_Like_2-How_Social_Marketing_Works\">The Power of Like 2: How Social Marketing Works<\/a> produced by comScore and Facebook has been published that further stresses the effectiveness of engaged fans to a brand\u2019s return on investment. It states<\/p>\n<blockquote><p>\u201cWhile the vast majority of large brands today have an active social media presence, there continues to be an over-reliance on simple counting of Facebook Fans as a key performance metric.\u201d<\/p><\/blockquote>\n<p>Whilst I am inherently sceptical of any report funded by a platform which stands to benefit financially from many of the activities it recommends, there are some genuinely useful data and insights in this report.\u00a0It also digs a little deeper into Facebook\u2019s Insights data \u2013 available to any Page owner and specifically references the metrics that make up the PTAT (People Talking About This) score.<\/p>\n<p>To my mind a high PTAT is significantly more valuable than tens of thousands of fans. So what makes up this metric? PTAT measures fan engagement by counting any type of direct interaction with a Page such as initial liking, liking specific content, posting to a wall, commenting, sharing content, answering a question or checking in. Be aware that the PTAT score showing on each brand page also adds in any newly acquired Page likes (i.e. new fans) and many studies into PTAT exclude these new fan numbers as they may skew the underlying data.<\/p>\n<p>So far then we have two possible metrics for measuring a Page\u2019s effectiveness:<\/p>\n<ul>\n<li>Fan numbers<\/li>\n<li>PTAT (people talking about this) \u2013 We will call this Engagement<\/li>\n<\/ul>\n<p>What else is possible?<\/p>\n<p>The paper suggests two further metrics:<\/p>\n<ul>\n<li>Fan reach<\/li>\n<li>Amplification<\/li>\n<\/ul>\n<p><a href=\"http:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/attachment\/reach-engagement-amplification\/\" rel=\"attachment wp-att-15213\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-15213\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Reach-engagement-amplification.png\" alt=\"\" width=\"548\" height=\"274\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Reach-engagement-amplification.png 548w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Reach-engagement-amplification-150x75.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Reach-engagement-amplification-250x125.png 250w\" sizes=\"(max-width: 548px) 100vw, 548px\" \/><\/a><\/p>\n<p>Let's review what what these KPIs mean and their relevance:<\/p>\n<ul>\n<li><strong>Reach<\/strong> comprises a number of segments - <strong>Organic Reach<\/strong> is the number of people who have seen any content associated with your Page. This may be on your wall, on their timeline (if they are a fan and if the algorithm is such that they see the content), or on their ticker. It comes as no surprise that Reach can be significantly increased by paying Facebook for Ads, Promoted Posts, Sponsored Stories. This is <strong>Paid Reach<\/strong> is when an individual sees your content via an ad. Each of these metrics (and many more besides) are available post-by-post in Facebook Insights.<\/li>\n<li><strong>Amplification <\/strong>is probably more commonly understood in terms of viral marketing (and indeed Facebook Insights generally refers to amplification metrics as viral metrics). \u00a0The new research shows that for the\u00a0top ten corporate brands in the US, the average Amplification Ratio average was 1.05 (Range: 0.42 to 2.18). Comscore describes this as \"<em>a\u00a0metric that divides the number of Friends of Fans reached by the number of Fans reached with earned media, or the number of impressions reaching each of these segments<\/em>\".<\/li>\n<\/ul>\n<div><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-15267\" title=\"Facebook amplification\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification-600x356.png\" alt=\"\" width=\"600\" height=\"356\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification-600x356.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification-150x89.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification-550x326.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification-250x148.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification.png 793w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/div>\n<div><span style=\"font-size: small;\"><span class=\"Apple-style-span\" style=\"line-height: 24px;\"><br \/>\n<\/span><\/span><\/div>\n<ul>\n<li><strong>Viral Reach<\/strong> occurs when someone sees that content via a friend\u2019s activity (such as a share or comment). When designing ads for Facebook, you can even select to only advertise to Friends of your existing Fans. Not only is there a proven uplift in the Sponsored Stories type ad (where an individual is more likely to click on an ad because their friend is named as liking the Page or Content), but it stands to reason that your social circle has a higher propensity to like similar things to you than the rest of the population \u2013 that\u2019s one of the reason you are friends in the first place.<\/li>\n<\/ul>\n<p>So brands are using their Fans as conduit for brand exposure to their Friends. Because the average Facebook Fan has hundreds of Friends, each person has the ability to potentially reach dozens of Friends with earned impressions through their engagement with brand messages. According to comScore and Facebook, \u00a0the average brand message from the Top 1,000 brands on Facebook is able to deliver an actual amplification of 81x if Fan Reach efforts are maximized (although the ratios shown in the graph above suggest it's a long way short of this on average).<\/p>\n<p><strong>ROI of Amplification<\/strong><\/p>\n<p>The research carried out by comScore and Facebook examined the social media presence of four leading retailers \u2013 Amazon, Best Buy, Target and Walmart \u2013 to determine how their social assets were leveraged to engage, and hopefully influence, customers during American \u201choliday\u201d seasons such as Black Friday.<\/p>\n<p>The results showed significantly higher rates of purchase among Fans. Amazon Fans spent more than twice as much at Amazon as the average Internet user while Friends of Fans exposed to Facebook messaging spent 8% more. For Best Buy, Target and Walmart similarly strong spending indices were evident among Fans, but the brands also had stronger spending indices among Friends of Fans, (perhaps reflecting the strong promotional efforts of these three brands during the holiday season). \u00a0This empirical evidence that exposed Fans and Friends of Fans have higher spending behaviour strongly supports the importance of reaching these buyer segments. They are substantially more valuable consumers in terms of actual purchase behaviour whether or not earned media exposure actually influenced their purchase decisions (and of course this research does not categorically prove the link).<\/p>\n<p>If social media ROI is of interest to you I would recommend you read the report in full. It covers far more than I have in this post. At the very least it adds to the voices calling for Engagement and Amplification to be better metrics than the vanity that is Fan numbers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New report shows the level of amplification you should expect from Facebook I\u2019ve written before that \u201cfans are vanity, engagement is sanity\u201d in relation to Facebook brand pages.\u00a0A new joint report, The Power of Like 2: How Social Marketing Works &hellip;..<\/p>\n","protected":false},"author":43,"featured_media":15267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[373],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Power of Facebook Likes? | Smart Insights<\/title>\n<meta name=\"description\" content=\"The Power of Facebook Likes? New report shows the level of amplification you should expect from Facebook I\u2019ve written before that \u201cfans are vanity, engagement is sanity\u201d in relation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Power of Facebook Likes? | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"The Power of Facebook Likes? New report shows the level of amplification you should expect from Facebook I\u2019ve written before that \u201cfans are vanity, engagement is sanity\u201d in relation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/\" \/>\n<meta property=\"og:site_name\" content=\"Smart Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/smartinsights\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/TeamDigiterati\" \/>\n<meta property=\"article:published_time\" content=\"2012-07-04T14:00:36+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2012-07-04T07:13:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification.png\" \/>\n\t<meta property=\"og:image:width\" content=\"793\" \/>\n\t<meta property=\"og:image:height\" content=\"471\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Marie Page\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:site\" content=\"@smartinsights\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marie Page\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/\",\"url\":\"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/\",\"name\":\"The Power of Facebook Likes? | Smart Insights\",\"isPartOf\":{\"@id\":\"https:\/\/www.smartinsights.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.smartinsights.com\/social-media-marketing\/social-media-analytics\/the-power-of-facebook-likes\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2012\/07\/Facebook-amplification.png\",\"datePublished\":\"2012-07-04T14:00:36+00:00\",\"dateModified\":\"2012-07-04T07:13:18+00:00\",\"author\":{\"@id\":\"https:\/\/www.smartinsights.com\/#\/schema\/person\/327dab544d98ec2fef6b70b8f1284106\"},\"description\":\"The Power of Facebook Likes? 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