By Guest Blogger, Mary Schmidt, Marketing Troubleshooter
Can you spot the problem word in that headline?
It's "impressions." Another example of outdated Mad Men thinking applied to our virtual world. Placement, impressions, eyeballs...whatever.
Social media specialist Vitrue, which aids brands in building their customer bases on social networks, tried to put a media value on such communities.
The firm has determined that, on average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year.
The company's findings are based on impressions generated in the Facebook news feed, the stream of recent updates from users' networks.
Vitrue analyzed Facebook data from its clients -- with a combined 41 million fans -- and found that most fans yielded an extra impression. That means a marketer posting twice a day can expect about 60 million impressions per month through the news feed.
The article then goes on to explain their scientific approach (which is a bunch of industry-speak blah-blah if you don't work in or with an ad agency). The money quote (pun intended) is:
"It helps [marketers] justify the spend they're making, especially in acquiring a fan base and engaging that fan base," Strutton said.
Ah! What could be a powerful tool for building real relationships is neatly reduced to a way for marketers to justify the spend they're making.