Engagement

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  2 Jul 2012

  Why The Current Facebook Engagement Rate Calculation Is Inaccurate

  As the social media analytics field is pretty knew, it’s really important to understand how the metrics are computed.

  Let’s take for example, one of Facebook’s core metric : the “Engagement Rate”.

  What is supposed to be measured with the Engagement Rate ? “The Engagement Rate measures how well your Fans interact with your content”. That’s a common definition.

  What’s that supposed to mean ? If you have a 0.02% Engagement Rate, it means 0.02% of your fans have engaged with your content, isn’t it ?

  Only the formula commonly used does not measure that. Not at all.

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  • • Tags:
    • Engagement
    • Engagement Rate
    • Metrics
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  28 Nov 2011

  What Facebook users like [Infographic]

  A study conducted by CrowdScience reveals a few surprises on the subject of Fans’ behavior.

  Would you have bet, for example, that videos receive fewer likes than wall posts or even comments ?
  It also seems brand pages get the same chance as a non-brand page of liking.

  Only 6% of users like a post to get discounts on a brand’s offering and only 5% to enter sweepstakes. We would have expected a higher number.

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    • Infographic
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  27 Oct 2011

  Engaged social media users spend up to 40% more

  Why should I invest in social media? Executives usually struggle to prove the return on investment of their social media initiatives.

  Bain & Company argue that “as part of a broader customer engagement strategy, social media can be an effective and cost-efficient marketing, sales, service, insight and retention tool.

  Indeed, according to their new research, customers who engage with companies over social media are more loyal and they spend up to 40 percent more with those companies than other customers.

   

  

  Bain suggest the following 5-step strategy :
  1. Link social media efforts to concrete business objective
  2. Focus and tailor your efforts to engage your key customers
  3. Build a social media organization to deliver results
  4. Monitor and measure the results—then close the loop
  5. Be flexible and adaptative. It’s still early day

  Read more below.

  • • Tags:
    • Bain&Company
    • Research
    • ROI
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  19 Oct 2011

  What’s the value of a comment ? A new study reveals the business value of common Facebook activities

  Have you ever wondered the value of a “Like” or a “Comment” or a “Share” ?

  The agency Starcom Mediavest did too. To get answers, they surveyed  8,000 people, fans of 37 brands in various categories.

  The results ?

  • People engaged with a brand Facebook page are 2X more likely to visit a brand website, enquire, consider, prefer or buy products of the brand than those who simply visit the page.
  • The more the social media action is centered on advocacy, the greater the value to a brand.
  • 69% of people who do an advocacy based action are existing customers.
  • Less than a third of people are likely to do an advocacy based social media action.

  

  Read the whole research below.

  • • Tags:
    • Research
    • ROI
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  17 Oct 2011

  Facebook amongst consumers’ favorite sources of information about a brand

  A recent Nielsen study reveals that Social media plays an important role in how consumers discover, research, and share information about brands and products.

  Facebook entered consumers’ top ten favorite source of information about a brand and 60% of consumers said they learned about a brand or retail trough social networking sites while researching online.

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    • Nielsen
    • Survey
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