[KiP] For Brands On Facebook, Fan Quality Trumps Quantity
What matters is the quality of the friendships, not the quantity of friends. At BBDO, our analytics practice “The Worth” has done numerous studies correlating product sales to Facebook activity and our quality-based definition of engagement. Working with Next Generation Marketing Insights (NGMI), we measure the levels of personalization and emotion in consumer conversations, and quantify how individuals feel about the brand on a personal level.
Over the course of 156 weeks, with work for multiple brands, we’ve compared the correlation of sales to Facebook friend counts and the correlation of sales to this particular definition of engagement.
Engagement wins every time. By a lot. Twice as much, in fact.
Our data shows correlations to sales of engagement of 90% versus correlations of sales to friend count of anywhere from -5.3% to 40% at most.
Engagement, whatever you think of the terminology is where it’s at.