How should you value your Facebook fans?

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(This is an excerpt from Todd Denis’ detailed post about Facebook fan value on Augmo.)

What should you pay for a Facebook fan heading into 2015? Common sense and the average marketing budget says it’s about $1 per fan – but the potential value of that fan to your brand is likely much higher.

This in-depth article addresses the pros and the cons of widely known Fan Acquisition Costs (FAC), focused heavily around Facebook. It also provides three models for calculating your brand fans’ potential value (aside from costs): Halo Value, Leads Value and Revenue Value. Under these three models, I’ve calculated some unscientific but (hopefully) entertaining Facebook brand fan value examples:

  • Oreo’s Facebook fan = $5.90
  • Hubspot’s Facebook fan = $3.71
  • Audible’s Facebook fan = $10.04

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Is Facebook video a threat to YouTube?

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In May, Facebook rolled out an update on releasing video metrics, wherein users will get information on total video views, unique video views, the average duration of the video view and audience retention. This indeed was a great update for marketers! Some brands still love listening to the term GRPs and it seems like Facebook is bridging the gap between TV and online video by introducing this measuring unit. But that’s not it.

Lately, I started noticing the number of views on some videos and it looks like the Facebook video view update is out!

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Privacy concerns with Atlas? Don’t believe the hype

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Facebook’s recent re-launch of Atlas unearths an intriguing privacy concern. Should consumer data collected under the premise of social networking be shared with third party publishers, potentially exposing it to any advertiser?

Facebook consumes only 18 percent of its users in app time; 40 percent is of users’ time is spent on games and entertainment apps, which own a fraction of the user data that Facebook does. This wealth of data that Facebook owns harbors a huge blue ocean of opportunity for app developers and advertisers alike – making the employment of Atlas an ROI gold mine.

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Is local the next big Facebook advertising market?

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It is well known that Facebook, as an advertising medium, is highly effective for big brands to get through to customers in a highly targeted and accountable way. Facebook partners offer some amazing technology and services catering to this customer group. Gaming companies have seen outstanding success using the Facebook platform for growing their user base and monetizing gamers. Facebook is the best proven sales Social channel for eCommerce merchants large and small.

A recent Business Insider report has analyzed the various well known social platforms and Facebook is ahead in terms of traffic, sales generated and engagement by a significant distance.

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How to deal with negative Facebook comments on your brand’s page

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People use Facebook to share their latest thoughts and happenings, where they have been recently, what they have eaten recently and their thoughts on the recent news. Facebook is a place of sharing, with users sharing their opinions about anything with each other.

But when it comes to sharing, not all posts or comments will be positive. People will share their negative experiences they had with your products all over social media, and some of them can be really nasty experiences.

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6 reasons why you still need to acquire new Facebook fans

 

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Facebook has recently prohibited ”like-gating.” Like-gating was the practice of forcing users to become Facebook fans of a brand before they could access its content or participate in a contest. A lot of marketing blogs have commented on this, talking about the demise of Facebook marketing or alternatively the sudden pointlessness of having/getting fans.

But this “news” is just one of the many tidbits buried near the end of an article posted on Facebook’s developers blog.

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3 things Facebook ads can do to stay ahead of Twitter

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While Facebook and Twitter’s IPOs were a nice shot in the arm for the tech industry, especially in Silicon Valley, it also put the heat on them to produce more revenue-generating advertising products on a regular basis. Compared with SEM, social advertising is in its relatively early days, and quickly evolving – which means that the land-grab race is on.

Facebook has a significant head start, and it’s safe to say that they are the ones pushing the envelope with Twitter nipping at their heels. Here are 3 things I feel Facebook can do to maintain their lead.

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What can marketers learn from Facebook’s Audience Insights?

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The value of social has always been reaching consumers in a unique environment where they are deeply engaged and generating a meaningful conversation between those engagers and a brand. To do this well, we have to deeply understand the passions, preferences and interests of the brand’s audience and how these affinities relate to the brand itself.

Major opportunity lies in making sense of the social data created by the billions of consumers who willingly broadcast their affinities and brand connections daily across social channels such as Facebook, Twitter, LinkedIn or Instagram.  These social channels account for the planet’s largest and least biased focus group ever created. Affinity data holds the secret to how consumers want to be engaged, leading not only to better social media marketing, but a more engaged consumer across all channels.

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Why you may be learning the wrong lessons from Facebook marketing gurus

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“Social media is a conversation”

How many times have you heard this phrase? If you’ve dabbled with social media long enough and been hearing from a lot of social media marketing gurus, a phrase something like the above would not be unfamiliar to you.

In fact, a lot of gurus would preach that social media is a platform to connect with your audiences and build relationships with them. “Be accessilble,” they would say. “Solicit feedback from your fans through polls and open ended questions. Check your social media sites often, including outside of normal work hours if possible. Make sure that your fans know how to reach you.”

These same gurus may also be preaching that in order to be successful on Facebook, you would need to have wacky and creative ideas. As such, a lot of brands and organizatons have been be ridiculously misled to run campaigns on social media that lack clear objectives, let alone driving new businesses.

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6 ways small businesses can use Facebook retargeting to convert more customers

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Have you ever done research or shopped for a product online and then realize that the ads on your computer start to talk to you about what you were interested in? This is retargeting in action.

Facebook retargeting is a kind of behavioral ad retargeting which allows businesses to gather browsing data from their website users in order to create targeted Facebook ads when those same users login to the Facebook platform.  This is revolutionary for small businesses (SMBs) looking to drive targeted traffic to their site and convert more site visitors.

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