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For Customer Insights Professionals

The Facebook Factor

Quantifying The Impact Of A Facebook Fan On Brand Interactions

April 09, 2012

By Gina Sverdlov with Reineke Reitsma, Melissa Parrish, Samantha Yanling Jaddou

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Why Read This Report

Quantifying the impact of a Facebook fan can be difficult and elusive for marketers. Forrester uses statistical modeling to analyze the effect of being a Facebook fan on brands. The model gives insight into how fans are more likely to interact with brands than non-fans and shows how engaging with the brand on Facebook affects the likelihood of three events: purchase, consideration, and recommendation of a brand. We call this the "Facebook factor," and this report describes how our model works and how market insights professionals can use the model to assess the Facebook factor for their company's own brands. To show how the model works, we analyze the Facebook factor for Coca-Cola, Walmart, Best Buy, and BlackBerry (Research In Motion [RIM]).
Tags: Brand Tactics, Branding, Consumer Promotion, Customer Experience Management, Customer Intelligence Strategy and Process, Emerging Market Research Methodologies, Interactive Marketing Strategy and Process, Market Research, Marketing & Strategy, Marketing Measurement, Measurement Methods & Techniques, Social Computing, Social Marketing, Web 2.0
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TABLE OF CONTENTS

  • Unlock Insights In Your Social Media

  • RECOMMENDATIONS

    Leverage Facebook Impact To Drive Fans Through Customer Life Cycle

  • WHAT IT MEANS

    Facebook Fans Are Brand Advocates
  • Supplemental Material
  • Related Research Documents
 
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