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So Facebook and Nielsen got together for a little research project, stating the “need for guidance when it comes to measuring the value of social media advertising”. The result: some serious bragging rights for Facebook, for one. The Nielsen BrandLift study (based on six months of research and 14 surveys from studies done on more than 800,000 Facebook users and 125+ advertising campaigns from 70 brand advertisers) states that “socially-charged ads increase campaign effectiveness by two- to three-fold.”
For instance, homepage ads served up with a “become a fan” component along with reference to the user’s friends who’d become fans, and an organic mention of a friend becoming a fan in the user’s news feed, were 3 times more effective in recall, awareness and purchase intent than a homepage ad alone. (You can almost hear the media costs going up.) Note that this study took place before “become a fan” evolved into “like” this past week — purposeful timing perhaps?
Initial reactions by the blogosphere reveal some skepticism. Marketing Pilgrim Andy Beal has this to say about that beautiful 30% organic ad recall: “… it’s kind of like Google saying AdWords ads are more effective when you are already #1 in the organic results. Erm, isn’t most of the heavy-lifting being done by the organic listing?”
What about you? Could this study be, in the least, proof that there really is a holy grail of social media ROI to be found? Perhaps it would be appropriate to request that you post your opinions on our Facebook page where we hope you already “like” us.
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