Are You Activating Your Facebook Fans?
By Jason Hornik | Senior Director, Product Marketing
In an earlier post (Will Facebook “Fans” be Missed?) I touched upon the fact that having Facebook Fans, aka people that like your brand, is not an ultimate measure of success. Rather a relationship of value (for both the fan and the brand) is created by activating your Facebook community through content, messages, offers, and other interactions and applying metrics to evaluate these efforts over time. Recently Augie Ray of Forrester Research posed the question of whether a Facebook fan even has value unless a brand does something to create value with the fan. His post What Is The Value Of A Facebook Fan? Zero! evoked such a lively discussion that he made a second post on the topic What Is The Value Of A Facebook Fan? Part 2. I recommend reading both posts as you assess the value of your fans and your relationships with them, as well as the impact of your go-forward marketing programs.
