brand pages

The factors in the success of a brand’s Facebook page [data from Dynamic Logic]

Dynamic Logic (from Millward Brown) measure the brand impact of online advertising, lately they’ve been getting into measuring social media and what the “value of a fan” is. They have developed their own metric called ‘FanIndex’ and then look at the impact on the brand’s appeal: 

In a 2011 study, they published a few bits of aggregated data. More fans generally equals a more effective page (this ties in with my previous blog post about successful brand pages on Facebook having a greater number of heavy sharers):

Successful brand pages also post more frequently:

But, think about what you are posting – what will your fans value?

The full slideshare from Dynamic Logic: Value of a Fan.

Top Performing Facebook Brand Pages Have More Heavy ‘Sharers’

Wildfire recently ran a study across 10,000 Facebook campaigns and then looked at the top 10% in terms of performance (which came from nearly 700 brands) to see what were the factors in their success.

It turns out that the top-performing brand pages have a higher percentage of fans that are considered to be ‘sharers’. This is exactly a revelation!…but the graphs are still interesting:

How Heavy Sharers Boost Facebook Pages - eMarketer

When a user sees lots of activity happening on a brand page, it is attractive and makes them want to get involved, Wildfire found.

How Heavy Sharers Boost Facebook Pages - eMarketer

One way brands can boost fan growth and engagement is by finding their advocates and super fans, and then determining what type of content actually gets them engaged with the brand page. In its study, Wildfire encouraged companies to run multiple engagement applications simultaneously, use clear calls-to-action, post images and leverage multiple social platforms in order to help achieve that goal.

via How Heavy Sharers Boost Facebook Pages – eMarketer.