Photo: Frameangel [FreeDigitalPhotos.net]“ Christina Aguado is the coordinator of the Master in Marketing and Digital Content Management and a marketing professor at Bureau Veritas University Center.”
In order to help marketers calculate the value of a Facebook fan or calculate their popularity on a fan page, as well as the value of Twitter followers, a large number of tools have been created in the last year. The reason is mainly due to our desire to measure the ROI in Social Media.
I have often mentioned the recent discussions with friends chinese america data from agencies and marketing departments. There are a wide variety of companies that want to have Facebook “fan” pages to connect with their consumers/clients and build relationships with them by forming part of a community around that brand. Then there is the desire to be able to measure it, to know how much I have and how much each one of them is worth. So today, for those who are lost in knowing whether or not what they are doing will lead them to obtain optimal results, I am going to tell you a story, as if it were a tale, where the end is not written and will depend on the capacity of each one of the marketing managers to have or not these tools, which allow them to know in a couple of minutes, approximately, the value of their followers and fans.
Once we understand the real, monetary value of each of a company's social connections, we can begin to understand exactly how much time and money is well spent growing social media reach, and thus understand the parameters that need to be improved to get the most out of our social media efforts.
Before I start telling you about the four tools that I recommend you test, I would like to mention the report by Gina Sverdlov from Forrester Research, “ The Facebook factor: quantifying the impact of a Facebook fan on brand interactions ” . I read it in mid-2012 and found it very interesting. It examines four cases of brands that have a presence on Facebook (Best Buy, Coca Cola, BlackBerry and Walmart) where a logistic regression model is applied to determine the value of a fan on Facebook, seeking an answer to what extent a person who has “Liked” a brand’s page on the social network is more likely to purchase the product, consider purchasing it in the future, or recommend it to third parties.
I recommend you read it
Next, I will focus on the four tools. The first of them is Vitrue , a tool to calculate the social value of Facebook pages. All you have to do is enter the URL of the fan page to obtain a current and potential annual valuation of the page in dollars, a comparison with up to three brands or pages, a ROI projection based on the number of followers, daily messages or involvement; a history of the ROI, as well as figures on followers, posts, mentions, interactions, recommendations and best practices, among other information. I recommend you watch the video of Vitrue , a tool created by Oracle, as well as request the Demo and analyze it for yourself.
ValueOfALike is another tool , in this case from Hubspot, that does not require any installation as it has been developed for the web and there is no need to register. However, social media data cannot be migrated, it has to be registered by hand, as it has no connection to your profiles or way to export data. The guideline consists of answering 6 questions about the status of your social media, whether Facebook or Twitter, to find out the real value of your fans and followers.