by Victoria Austin | Latest Facebook-comScore Report Touts Benefit of Paid + Earned


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Following Facebook’s promising Q3 earnings call last week, the company released a report in conjunction with comScore to emphasize the growing importance of an integrated paid and earned media strategy. [Editor’s note: For more information, read 360i’s report on the same subject.]

Understanding Paid and Earned Reach on Facebook seeks to answer the million-dollar question on the minds of marketers: just how valuable are Facebook fans? This topic has been heavily debated since the fan/Like capability was first featured on Facebook, and while no monetary value can be assigned to a fan, it is clear that social communities – like those on Facebook – are important to brands.

Facebook’s prior study, Power of a Like II (published in June 2012), was designed to determine whether branded social media exposure – including posts published by a brand and ads served by a brand – has an effect on consumer buying behavior.

As a follow-up to that study, this latest whitepaper from Facebook and comScore centers on understanding how paid and earned media can work together to help brands navigate the cluttered Facebook community – and engage both fans and non-fans in the best way possible.

3 Major Findings for Marketers— >   Leer más “by Victoria Austin | Latest Facebook-comScore Report Touts Benefit of Paid + Earned”

360i Report on Hispanic Digital Influencers

Hispanics are spending, on average, 16 hours a week browsing the Internet, comparable to the 18 hours spent by the total US online population (Forrester). In the past year alone, the number of Hispanics using social media grew 38 percent versus 16 percent for the general population (comScore). Additionally, higher mobile device penetration enables Hispanics to stay connected on the go, both through traditional text and phone calls, as well as through mobile social media. While utility and information-seeking play a big role in motivating their digital behaviors, social networking and content creation form the centerpiece of Hispanics’ online lives.

Our first report in the series is about Hispanic Digital Influencers – their motivations, passions and behaviors. .Through our research, we identify trends that will help brands craft an outreach strategy to better engage and build relationships with US Hispanics online.


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Why a POV series?

According to the 2010 US Census, the Hispanic population rose by 15.2 million between 2000 and 2010, , accounting for more than half of the nation’s population increase. Furthermore, in sheer dollar power, Hispanics’ economic influence rose from $212 billion in 1990 to $489 billion in 2000, to $978 billion in 2009, and is estimated to rise to roughly $1.3 trillion in 2014 (Selig Center for Economic Growth, Dec. 2010).

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PhotobucketBeyond the amplification of their economic clout, Hispanics are also taking on a more critical role within the digital landscape. Hispanics have long prided themselves on living extremely social lives filled with family and friends; the fluidity of digital media serves as an effortless extension of centuries-old cultural habits.

Currently, there are roughly 32.2 million US Hispanics online, which represents 14 percent of the total online population. This number is expected to increase to 42 million by 2015 (Interactive Advertising Bureau). Leer más “360i Report on Hispanic Digital Influencers”

All 22 of 360i’s Reports from 2010 – Read & Download Our Collective Insights from the Year

2010 was a year of innovation, advancement and change in the digital world. The search landscape transformed as the Bing-Yahoo! deal came to fruition, mobile went mainstream, and social media platforms like Facebook continued to adapt to shifting consumer habits. All along the way, we’ve provided reports to help marketers better understand what the trends and announcements mean for their marketing efforts, and their businesses on the whole.

Here’s our year-end recap of all 360i reports from 2010. You can download each of these reports by clicking through the link and selecting ‘Download’ at the top left menu bar of the Scribd embed.


by 360i

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Image via Flickr

2010 was a year of innovation, advancement and change in the digital world. The search landscape transformed as the BingYahoo! deal came to fruition, mobile went mainstream, and social media platforms like Facebook continued to adapt to shifting consumer habits. All along the way, we’ve provided reports to help marketers better understand what the trends and announcements mean for their marketing efforts, and their businesses on the whole.

Here’s our year-end recap of all 360i reports from 2010. You can download each of these reports by clicking through the link and selecting ‘Download’ at the top left menu bar of the Scribd embed. Leer más “All 22 of 360i’s Reports from 2010 – Read & Download Our Collective Insights from the Year”