Impressions on the Social Age

Facebook Fans, What Are They Worth?

Posted in Social Networking Discovery by Trace on June 15, 2010

So as Facebook updates again and again, constantly revitalizing its systems to try to keep up with the landscape of the internet, we all sit there and get pissed off.

Few things have remained constant, but the idea of Liking or “Being a Fan” of something has been around long enough that people have been able to academically study it.

Recently, a social media measurement firm called Syncapse has come up with an actual dollar value and published it in a report for all to read. You probably never thought Fanning something would be of interest to a brand, you just Like them. But Syncapse studied the Fans of the top brands on Facebook and came up with some interesting conclusions.

To break the suspense, a fan is worth about $136. How do they know you ask? Well, they broke it down and thought strategically. They considered Product Spending, Loyalty, Propensity to Recommend (word-of-mouth, very important), Brand Affinity, Media Value and Acquisition Cost.

They took these metrics and studied people who were Fans of products like Skittles, Oreos, Coca-cola, Adidas, Blackberry, Victoria’s Secret or Starbucks (to name only a few) and compared them to those that were not Fans.

What did they discover when they studied these groups?

  • On average, fans spend an additional $71.84 on products for which they are fans compared to those who are not fans.
  • Fans are 28% more likely than non-fans to continue using the brand.
  • Fans are 41% more likely than non-fans to recommend a fanned product to their friends.

So what?

Well, this means Fans are more loyal, more likely to tell their friends about the brand (and more importantly recommend a purchase) and are more likely to buy something themselves!

Curious about more details? The must have Fan were those of McDonalds, who are frequent visitors to their establishments, are highly loyal, frequently refer others, and actively participate in the McDonald’s Facebook community. Because of all these metrics and the Fan effort the average McDonald’s fan netted the organization a value of $259.82.

Conclusion…

This is crazy! Why don’t these brands pay people, Google style, for recommending their brands? Maybe someday they will, but for now, I am going to login into my girlfriend’s Facebook account and Fan Victoria’s Secret…

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Facebook Sells Your Profile

Posted in Social Networking Discovery by Trace on June 7, 2010

Recently, a friend of mine graduated from college interviewed with a large DC tank. This girl is Facebook savvy and keeps out both “The Man” and “Strangers” using the strictest privacy settings possible. As she says, “If I’m not friends with you, then all you know is I exist.”

For an aspiring job hunter in the nation’s capitol, she’s made the right online privacy decisions, right? Wrong.

My friend made three major mistakes. She friended her professional references on Facebook. She assumed her privacy settings actually protected her. And she didn’t anticipate her Facebook security guards were looking for a little extra cash.

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Just Another Obama Campaign Commentary

Posted in Reading Response, Social Networking Discovery by Trace on June 2, 2010

In the 2008 election, Obama and the media had no love lost between them (practically speaking) in comparison to his opposition (both during the primary and the general elections). This was in part supported by Obama’s media-buy being twice as much as others. (Source: Edelman Digital, January 2009)

During the 2008 Obama’s internet communications strategy aimed at concrete, focused and measurable goals, this is something all communications campaigns must do. Measurement to ensures reproduction.

“Even with the relatively vast resources at hand, Obama’s internet communications staff built carefully, innovated only as needed, and invested in projects that seemed to have a real chance of paying off in time to win.” says Delany in Learning from Obama on ePolitics101.

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Mind Is Blown, Then Content-Aware Filled

Posted in Social Networking Discovery by Trace on May 25, 2010

Adobe Photoshop CS5 was recently made available to the public. After watching this video…

I downloaded the CS5 free trial and played with the new content-aware deletion and spot-brush features. Needless to say, I was absolutely excited and amazed.

I spent about 10 minutes playing with various photos and then downloaded a random Facebook photo from a friends feed and began to see what I could delete. 20 minutes later I had deleted 10 or 11 things from the photo below. Can you spot them all?!

Click on the image to zoom

The mind-blowing thing here is, I am not a Photoshop Expert. I’ve never taken a PS class. I’ve played with it for many years, but always considered myself at an Intermediate level. If a mid-level untrained photo editor can remove items from a low-quality Facebook photo, what kind of creations could a professional make?

Now thinking about the future… *KABLOOIE!* Mind. Is. Blown.

I’ll Be Creative In A Minute

Posted in Social Networking Discovery by Trace on May 24, 2010

“I jumped, the sound hit ting me like a ton of bricks, drop ping my hot cof fee on the cat’s tail who ceased curl ing on the floor by my desk. I stood up from my office chair think ing I was lucky to be work ing from home, and went to investigate…”

OneWord.com is a recent discovery. My co-worker was using the StumbleUpon tool and literally stumbled upon this website. The site presents the user with a simple creative task. When you click the “Go” button, you’ll see one word at the top of the follow ing screen. A timer starts and you have only sixty seconds to write about it. The idea is not to think about what you’re writing, but to just flow onto the page (er… screen?).

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The Photo, Made Creepy

Posted in Social Networking Discovery by Trace on May 17, 2010

By now many of us have heard of DailyBooth, but for those that haven’t… DailyBooth is a social networking/media site that allows users to upload a photo (similar to a visual status message).

With this in mind, were a Clark Kent impersonator to step into DailyBooth he would emerge not as superman, but as Robo.to a strange/creepy version of DailyBooth. Robo.to’s website self-describes it as gathering “the latest about you into a tiny, easy to update, video-enabled calling card.” These calling cards can then be embedded and used in place of some photos you see around the blogosphere.

Verdict? Creepy? Cool? Or a bit of both? To view my Robo.to go to: http://robo.to/td501

No One Likes a Qwitter

Posted in Social Networking Discovery by Trace on May 15, 2010

While using the ‘ol Twitter this week, I realized I’ve lost a follower. Now, I know it’s no big deal to lose a follower… but when you only have 190, a single follower is 0.5% of my overall user base!

During my Internet Advocacy class this semester, Rosenblatt has promised we will learn how to gain in followers, but in order to understand how you gain (easy looking at the Stats of # of clicks – I use Hootsuite) it’s not as obvious when people leave. For that, my social discovery of the week is Qwitter, an unfollow tracker for those who tie their self worth to their number of followers.

Qwitter is a free tool which sends you an email digest regarding your weekly unfollows you. It even gives you the exact tweet which might have possibly caused your fan-loss.

Simple and easy, my favorite kind of geekyness. I’ll check it out, maybe you should too, but don’t worry, it’s not what you know its who you follow… or maybe it’s who follows you? We need to update these old sayings.

In the beginning…

Posted in Social Networking Discovery by Trace on May 10, 2010

Well, here it is. My fifth blog. First was Geocities, then LiveJournal, then Blogger, then Tumblr and now WordPress. This of course doesn’t include Facebook, MySpace, Twitter, and all the other social networks and social media I’ve joined.

Before I get too into this blog and learn so much I forget where I came from. I wanted to comment on GoogleZon. What? You haven’t heard of it? GoogleZon is the friendly shiny happy name of the end of news, government, privacy and individuality. It’s pretty amazing. GoogleZon is a creation of Robert Sloan and Matt Thompson with music by Aaron McLeren. It’s a bit dated, and they updated it when the predictions didn’t come to fruition in 2004, but it is still a fascinating insight into privacy and the future of Google.

Some of their predictions have already occurred, like the uploading of content and keeping some private while other is public. Facebook has spread from it’s own domain to add “Like” buttons to hundreds of other sites, and when Google screwed up Buzz we suddenly we were mutually attached to our professors, mistresses and bosses.

Regardless, watch EPIC. The Evolving Personalized Information Construct. This video is one of the reasons I joined graduate study.

http://robinsloan.com/epic/

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