Steven Avalos

When it comes to Facebook, the number one question asked by brands is: What is the value of a fan? The answer is not so clear-cut, as there are several factors to consider when formulating a response. While a large Facebook fan count can speak to a brand’s overall influence, the act of engaging Facebook users to become influencers themselves is more important than sheer numbers alone.

Facebook’s new PTAT metric is helping marketers follow correlations between activity within the community and what’s happening on air.”

The roll out of Facebook’s new analytics tools in October (see 360i’s full report to learn more) served as a wake-up call to many brands whose inflated fan counts amassed to significantly less actual active users on their pages.  As an example, Lady Gaga’s massive 45 million fan count actually only yields anywhere between 400,000 to 600,000 users “talking about” the pop star via the “People Talking About” (PTAT) measurement (depending on how outrageous her latest video is).

Read the full article »