1) The document analyzes data from Nielsen and Facebook to understand the value and effectiveness of paid, earned, and paid media with social advocacy on Facebook.
2) Earned media like organic impressions from engaging with ads are highly effective at increasing brand awareness, message awareness, and purchase intent, but have limited reach.
3) "Social ads" that include social context like friends who are fans drive greater brand lift than regular paid ads while maintaining similar reach, making them an effective hybrid of paid and earned media.
1. Advertising
Effectiveness: Understanding the Value of
a Social Media Impression
APRIL 2010
INSIDE:
• How social networking and consumer engagement
have changed how brand marketing works
• An approach for understanding the value of earned
and paid impressions in a social context
• How creating a Facebook fan base can drive social
advocacy within paid media, thus increasing its
effectiveness
• Data and insights that directly measure the
effectiveness and reach of paid media, paid
media with social advocacy, and earned media