Are You Activating Your Facebook Fans?
Wednesday, July 21st, 2010By 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.

Many marketers continue to ask themselves what role mobile marketing and commerce should play in their brand’s strategy. For Target, a new mobile coupon program that connects a customer’s mobile and in-store experience is one answer. Target customers can opt-in to the program on their phone at m.target.com, by texting COUPONS to 827438 (TARGET), or from their computer online at
Tropicana is the latest CPG brand to launch a loyalty program with the objective of adding value and building direct relationships with their consumers. The program offers incentives through a points-based system for purchases and touts 20,000 reward options from partner brands such as adidas, Harrah’s, Coleman, and TaylorMade.