Posts Tagged ‘target audience’

The Significance of Facebook Brand Fans

Monday, September 16th, 2013

imageWell, there is no set idea to place a value on a single Facebook Fan. It totally depends; as all fans differ in their worth and the way a brand builds engagement on the page determines the potency of a fan. There are different categories that help in analyzing the effectiveness of a fan, who basically turn out to be either influencers, purchasers or the engaged ones. The value (in actual terms) of a brand’s fan base totally depends on how much that brand cares about its customers and followers. Therefore, one must consistently analyze how ‘FAN’tastic is their brand on social media.

When we are talking about Facebook Fans, one most important fact is that all fans are not equal and also that every brand should not turn to Facebook to acquire their business. For brand marketers, who plan to invest into the social media strategy for their brands, analysis of their return on investment and value of a fan is essential.

There are a set of equations we need to highlight when going further with analyzing the value of a fan.

Firstly, the value of Facebook fan depends mostly on your objectives in turn sustained by significant resources to help your brand page gain traction.
The cost of acquisition of a fan is not something on which the value of a fan is based upon. Infact, how clearly you align the value of the brand with the fan’s values determines the same.
Right content delivered by your brand page at the right time will foster amazing engagement.
Finally, be stable, consistent and regular in terms of building engagement with fans. This will help you extract the best value out of a fan over time.

imageTherefore, the value that one can put on a Fan will depend on a brand’s objectives, the context and the willingness to build engagement on a long term basis.
Well, brand marketers need to stop and analyse the objective of the same. This helps them generate awareness of themselves and their brand services. Brand marketers need to keep a tap of how much value, sales, awareness & loyalty gets generated as a result of increasing their brand’s Facebook community or fans.


Source: the Myndset, Yopps, Brand Talking

Are you thinking about the best ways to get Facebook Fans? Here are some:

  • · Turn fans into friends
  • · Re-post their content; give them a shout out for their work
  • · Take fans behind the scenes
  • · Don’t just post and leave, return and follow up, update them
  • · If you got a news fans can use it, share it
  • · Get input from them, post a link to your story and ask a question
  • · Listen – let your fans guide you to great stories

Facebook Brand Fans are more likely to be the users of that brand; spend more than non-fans, are loyal, and recommend your brand. In order to determine & understand the credibility and value of a Facebook fan there are certain things that need to be done.

One can do this by:

  • · Measuring the rise in unaided awareness
  • · Recommendations received
  • · Frequency of purchase
  • · Customer service cost savings
  • · Clicks, lead generation
  • · Lifetime customer value

· Coupon redemptions etc. as a result of exposure to and interaction resulted from regular posts/content on brand’s Facebook page.

imageFacebook fans indeed hold a great value from the strategic perspective of a brand. They are undoubtedly as important as the economic goals too. Brand marketers therefore, need to focus on analyzing the fact that are the actions in the right direction in terms of driving fans or target to the brand page. Finally, what matters in measuring the value, is quality. Yes, Quality does matter- quality of the fans, quality of brand engagement with the fans, quality of conversion & attribution.

 

Check out this statistical report of Fans telling what has motivated them to like a company, brand, or association on Facebook is as shown below:

image  image
Source: www.inventhelp.com

Click here to check a report on how the ‘Average Value of a Facebook Brand Fan Increases 28%’ recently!

The ROI will bear amazing results when the brand focuses on providing long term value to its fans and build deeper engagement levels with them. This can somewhere in near future raise the cost of acquisition and at the same time retention of fans on Facebook. But compared to the value a brand will acquire, it’s more like a reward for the brand. What do you think the brands need to do? Is it just creating a value added experience for Facebook fans or something more? Do share in your thoughts.

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Posted in Blog Content, Blog Visibility, Blogs, Facebook, Social Media, Target Audience, Twitter | 1 Comment »

Social Universities

Saturday, October 15th, 2011

The question about digital technology and its place in academia is one that is yet to be clearly answered. Understanding the benefits and costs of using digital technology is crucial when deciding if a particular tool, site or package may be used in universities.

              Harvard Twitter

Harvard University Twitter Handle

Universities are constantly exploring new ways to use social media to fulfill their missions of engaging and sharing knowledge with their constituents. Here we look at few ways in which universities can use social media without distracting the students.

Reaching out to the world

Social media tools like Facebook Pages have given universities an opportunity to speak to audiences on their own, reaching thousands of people interested in keeping up with news at the school and connecting with others on the social network.

                    Reaching Out

Insight to the campus life

Perhaps the most common way, and the way in which most of us use social media, is sharing information about ourselves or things we find interesting. Because universities are educational institutions, they use social media to highlight their experts, as well as the resources they make available to the public/student. The point is to try to educate and provide a glimpse into what the institution is like.

               Highlighting

Showcase work

Aside from sharing news and information, social media is often used in showcasing student and faculty work. That can be as simple as featuring photos taken by students through a photo album on the university’s Facebook page. Or it can take the form of an elaborate YouTube video by students as a class assignment. The idea is to let the general audience know what kind of work is being carried out in the university.

               Showcase

Getting Innovative

Rather than just use social media to promote specific events, some universities employ the tools to provide a place for the university community to engage and participate in the event as it is happening. This can be done through live streaming videos or collecting tweets during commencement through a common hashtag. This allows students and others to report on the event happenings as if they were being attended.

  3tag

Hashtag Communications

Emergency Service

Emergencies and tragedies do happen. With the growing popularity of social media tools like Twitter, some universities are finding it easier and quicker to spread news during an emergency by complementing their e-mail and text alerts with a Tweet and a Facebook message or post. The University of Minnesota has an Emergency Notification group on Facebook that it uses to blast messages to its 2,300 members during a case of an emergency. It provides another way to reach students who spend a lot of their time there during critical situations.

Alumni Relations

Another key element of using social media is to keep the alumni body connected. With ever growing number of students passing out each year, keeping up with everyone becomes a task. Universities have utilized the services of groups and pages to get the alumni members stay connected. This not only helps connect various batches, it also gives opportunity to draw on resources that may be readily available to the university through its ex students database.

                    Alumni Relations

Providing Jobs

The key element of Universities is to provide jobs to the students. Some universities have used the social media platform to source out placements for students through the alumni members. Alma Mater is the best starting point for placements and a connected alumni cell with placement cell has made job search that much easier. The secret groups of Facebook seems to be a very popular tool not just to get fresh offers but also to source out the best job change for the members.

                   SIMC Jobs 2SIMC Jobs 1

Job Forums

The benefits of social media to help students search for information, learn to communicate effectively and work collaboratively are well documented. There are resources to help academics consider the advantages of using social media in universities. They provide advice on using blogs, social networking sites, social bookmarking, collaboration, presentation and information management tools, and more for academic purpose. All it needs is for the universities to cease the opportunity and use the tool in the best possible manner.

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Posted in Social Media, Target Audience, Twitter | No Comments »