Advertisers usually seek more number of fans or users to join them on Facebook.com brand page. Is that the right measure?
Mohit Hira, President, Training.com, NIIT
Comments: If a fan page is dependent on a brand manager to keep comments going, it hasn't got off first base. Active fan engagement among consumers shows there's a conversation happening.
Engagement size: How long or deep are the discussions? Are there new threads?
Time: How much time do they spend? How often?
Consumption: If a brand is uploading films, are they being watched or downloaded?
Content sharing: How viral is your community? Is stuff travelling out into blogs?
Feedback: Shows how much they care.
Anjali Hegde, Co-founder and vice-president, Interactive Avenues
Instead of basic campaign specific metrics such as number of fans on Facebook, it would be more beneficial to look at more critical metrics such as customer retention, satisfaction rates, brand recall, profits and even sales.
Social Media measurement needs to use the two filters of accuracy (exact number of fans, comments, sharing content and interactions) and attribution (much like TV advertising or PR is measured with some results attributed to the TVC or PR as a hindsight: factors like brand recall or brand favourability).
Karthik S, Head, Digital Strategy, Edelman India
This metric would be pertinent for low-involvement brands since the nature of the category doesn't contain enough to warrant an effort to comment or participate. Examples include chewing gum and toothpaste.
Ajaay Gupta, CMD, Capital Foods
Still, the number-of-fans metric is a critical one. The average person's newsfeed reaches 164 friends on Facebook. So each time a Facebook user engages with a brand, 164 people have the opportunity to also become a fan and learn more about that company.
(Capital Foods owns Ching's Secret and has 1.01 lakh fans on Facebook)
* Facebook has recently changed the terminology of 'Fans' to 'Like' for Facebook brand page, where 'Become a fan' button will be a 'Like' button from now onwards.