“On Facebook, like in life, it’s not enough to have someone love you. They have to prove it.” (Ad Age, “More Than Just Numbers: The Brands With the Top Relationship Quality on Facebook.” 4 Jan 2012.) And how true that is. We’re always hearing so-called social media experts using fan numbers as a metric of success but as one digital media pro says “so everyone likes you, what are you going to do about it?” Fathom Analytics, a subsidiary of social-media analytics firm Motivequest, ranks top-rated fans on Facebook based on four key factors: number of fans, momentum (how quickly they’ve acquired fans), engagement (how often they post or interact with pages) and emotional quality (how much positive emotion is expressed on comments). Our observation is that Factor number 3 is where most brands fall short, failing to interact with fans that have been acquired. Unfortunately, many brands are still talking at their audience. They haven’t quite figured out that interaction is what matters…and that some things never change, like consumers’ lust for a great deal. Research shows that 70% of consumers engage with their favorite brands in social media for one key reason: deals, discounts and coupons. In fact, of all things, a laundry detergent, Tide, ranks 36th among all brands. An analysis of conversation on Tide’s fan page shows a coupon offer to be the hottest topic for the brand in momentum overall for recent fan acquisition.
To read more about Relationship Quality on Facebook go to: adage.com
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