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1、ThePowerofLike2HowSocialMarketingWorksANDREWLIPSMANVP,Marketing,comScoreGRAHAMMUDDHeadofMeasurementPartnerships,FacebookCARMELAAqUINoSeniorMarketingManager,comScorePATRICkkEMPSeniorDataAnalyst,comScoreExecutiveSummaryThefollowingwhitepaperisthesecondint
2、heU.S.PowerofLikeseries,aresearchcollaborationbetweencomScoreandFacebooktodeliveruniqueinsightsontheimpactofsocialmediamarketing.Theresearch,whichprimarilyleveragesdataandanalysisfromcomScoreSocialEssentials™,comScoreAdEffx™andFacebook’sinternalanalytic
3、splatform,focusesontheimpactofbrandedearnedandpaidmediaexposureonthebehaviorofFacebookFansandFriendsofFans.Thesummarybelowestablishesthekeyfindingsandimplicationsofthisresearch.•Brandscanmaximizetheimpactoftheir•Facebookrepresentsauniquemarketingsocialm
4、arketingprogramsonFacebookchannelthatenablesPaid,EarnedandbyleveragingaframeworkthathelpsOwnedMediatobeleveragedtocreatethemmovebeyondFanacquisitiontoavirtuouscycleofbrandimpact.Brandsdeliveringreach,impact,andmeasurableusedisplayadsandotherpaidmediamar
5、ketingROI.UsingtheBrandPage(Paid)toattractFanstotheBrandPageasacontrolpanelforcreatingsocial(Owned),whichservesasaplatformformarketingprograms,brandsshouldfocusmarketingcommunicationsthatreachonbenchmarkingandoptimizingontheFansandFriendsofFans(Earned)i
6、nthefollowingdimensionstodeliveragainstNewsFeedandothersectionsofthetheirbroadermarketingobjectives:website.Thesecommunicationscanthenbesupplementedthroughpaiddisplay•FanReachExposureinthecampaigns,suchasSponsoredStoriesNewsFeedandPromotedPagePosts,toma
7、ximize•EngagementFansinteractingwithreachandbrandresonance(Paid).BrandPagemarketingcontent•Concentratedsocialmediacampaigns,•AmplificationExpandingreachbysuchasthoseperformedduringimportantpromotingcontenttoFriendsofFansmarketingpromotions,cansignifican
8、tlythroughbothearnedandpaidmeansamplifythereachofearnedmediaexposure.Suchamplificationmaydrive•MostleadingbrandsonFacebookincreasedawarenessandconsiderationachieveamonthlyearnedAmplificationthatismanifestedthroughhigherbrandRatio
