If you actively use Facebook, you’ve probably “fanned” various brands or phrases that you like. Did you know that when you fan a product or brand, you’re adding value to the company? A study done by Vitrue, a social media company has shown that the value of “sharing”, “liking”, “commenting”, etc. on a Facebook fan page, provides the company with $3.60 of value.
Here at Response, we love this sort of news! The more interactive a brand makes their fan-page the more value the fans provide through their sharing of viral media and content. Projects we’ve done for McAfee and Yale PCOS Program’s fan page have helped these two clients improve interaction and add value through fans of their pages.
For McAfee, our incredibly successful promotion, Rhyme Time, generated close to 2,600 interactions from submission alone! In order for a Facebook user to submit a rhyme they had to become a fan of the McAfee page. This created more interaction between fans and the brand, and has proven to be successful as McAfee now has over 175,000 fans after its launch!
The Yale PCOS Program fan page, for a female hormonal medical disorder, has about 220 fans; however, the interaction between fans and staff at the Yale center is impressive. It’s important to maintain dialogue with your fans so that they will feel more enticed to take what you post on your page viral through liking, sharing, comments etc.
On eMarketer.com, Debra Aho Williamson mentioned a great example between the flow of comments and “likes” for two brands. The first brand, a prestigious food product had strong feedback and comments immediately after posting a mock-slogan on their page, reaching thousands of fans. The other product is a personal-care product that with about 100,000 fans that only received minimal feedback from a post for a promotion.
The net-net with Facebook fan pages is that for the brand, it’s what you make of it, by incorporating as much interactive and viral material as possible, as long as it’s relevant with your content