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”