Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages. Design/methodology/approach – A qualitative study approach was employed for this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media activity of their company, providing preliminary evidence about the actions firms take, the motivations that led them to getting involved, and the derived outcomes. Findings – The main actions of the firm are making prize competitions, announcing new products/services, interacting with fans, providing advice and useful information, and handling customer service issues. The basic motivations are the increasing popularity of social media, competitors’ presence, headquarters’ strategy, and cost reduction pressure. Interact with customers, ...

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Brand strategies in social media

Purpose: The purpose of this paper is to explore attitudes of consumers who engage with brands through Facebook "likes" It explores the extent to which these brands are self-expressive and examines the relationship between brand "liking" and brand outcomes Brand outcomes include brand love and advocacy, where advocacy incorporates WOM and brand acceptance Design/methodology/approach: Findings are presented from a survey of Facebook users who engage with a brand by "liking" it Findings: Brands "liked" are expressive of the inner or social self The study identifies a positive relationship between the self-expressive nature of brands "liked" and brand love Consumers who engage with inner self-expressive brands are more likely to offer WOM for that brand By contrast, consumers who engage with socially self-expressive brands are more likely to accept wrongdoing from a brand Research limitations/implications: The research is exploratory and is limited to consumers who are engaged with a brand through "liking" it on the Facebook social network Practical implications: The study offers suggestions for managers seeking to enhance brand engagement through Facebook "liking", and to encourage positive brand outcomes (such as WOM) among consumers already engaged with a brand on Facebook Originality/value: This paper provides new insights into consumer brand engagement evidenced through Facebook "liking" It charts the relationship between "liked" self-expressive brands and brand love Distinctions are drawn between brand outcomes among consumers who "like" for socially self-expressive reasons, and consumers who are brand engaged by "liking" to express their inner selves

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Consumer engagement with self-expressive brands: brand love and WOM outcomes

Predicting positive user responses to social media advertising

Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands

https://cronfa.swan.ac.uk/Record/cronfa49214/Download/0049214-17032019223053.pdf

Measuring social media influencer index- insights from facebook, Twitter and Instagram

The following white paper is based on a collaboration between comScore and Facebook. The research, which examines the nature of the reach and frequency of branded content on Facebook, is largely based on May 2011 findings from comScore Social Essentials™, but also includes insights from Facebook’s internal analytics platform. The summary below establishes the key findings and implications of this research. Facebook is the dominant social networking site with an audience of approximately 160 million U.S. visitors each month and accounts for 90 percent of all time spent on social networking sites. (Source: comScore) Branded content on social media can take many forms – content shared directly from brands, re-shared content from connections, or social marketing such as Facebook’s Sponsored Stories ad unit. While there has been tremendous focus on counting the incidence of these brand mentions on social networks (and, to a lesser degree, categorizing it), we find that the reach and frequency of social media brand impressions is far more important than simple counting statistics. Facebook users spend more than a quarter of their time on the site consuming and interacting with the Facebook Newsfeed, and this activity represents 4 percent of all time spent online in the U.S. The Newsfeed is also the primary location where branded content is consumed. In fact, users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself. (Source: comScore) There are typically two potential audiences for branded content on Facebook. Fans of brands on Facebook (those who have explicitly “liked” a brand) are the easiest to reach with social media brand impressions, but the Friends of those Fans also constitute an important incremental audience. Friends of Fans typically represent a much larger set of consumers (34 times larger, on average, for the top 100 brand pages) and can receive social media brand impressions by way of their Friends. In examples from this paper, the reach of branded content among Friends of Fans significantly exceeded the reach among Fans. When a brand focuses on acquiring and engaging Fans it can benefit from a significant secondary effect – exposure among Friends of Fans that often surpasses reach among Fans. In the case of some brands, Facebook Fans may have different aggregate demographic and behavioral profiles than typical brand purchasers, indicating that social media may require different approaches to marketing strategy. The “Value of a Fan” can be assessed in three primary ways: increasing the depth of engagement and loyalty among Fans, generating incremental purchase behavior, and leveraging the ability to influence Friends of Fans.

/pdf/the-power-of-like-how-brands-reach-and-influence-fans-3ll1uzrsbs.pdf

The power of like: how brands reach and influence fans through social media marketing

The Power of Like 2: How Social Marketing Works is the second research report in a series examining the ways in which brands can quantify the paid and earned effects of their social marketing programs on Facebook and optimize their efforts. The analysis leverages data and insights from the comScore Social Essentials™ and comScore AdEffx™ products. By understanding the core elements of maximizing reach on Facebook – Fan Reach, Engagement, and Amplification – brands can benchmark their performance against other brands and devise strategies to improve on these dimensions and deliver measurable social marketing ROI. The report includes original analysis demonstrating ways in which exposure to earned and paid media on Facebook drives behavioral lifts in purchase behavior.

Graham Mudd

Papers

The power of like: how brands reach and influence fans through social media marketing

The power of like 2: how social marketing works