The Power of Like

Pulled from here

Report avail here

“Marketers have yet to agree on the value of a Facebook fan, but comScore argues the question may be missing the point. Instead, the research firm suggests marketers should consider reach and frequency of brand impressions shown to fans as well as their friends. In a study of unpaid Facebook impressions by three brands – Starbucks, Southwest Airlines and Bing – comScore measured the impact of brand exposures reaching friends of fans, rather than friends alone.

According to “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing” study, conducted in May by comScore in conjunction with Facebook, for every fan of a top 100 brand, an additional 34 friends of fans can be reached through an exposure to the fan, or liker.

Twenty-seven percent of the time spent on Facebook is with the newsfeed appearing on users’ homepages, which surfaces brand interactions by their friends. The study shows that users are between 40 and 150 times more likely to consume branded content in the newsfeed than to visit a particular brand’s page.”