Charting the Industry: How Communicators Value Facebook

As communicators continue to get whipped into a Facebook frenzy, there’s been little research into what drives people to become fans of brands, and what drives Facebook’s value for communicators. But a recent study by Millward Brown and Dynamic Logic in cooperation with the World Federation of Advertisers (WFA) delves into the world of fans and brands, identifying what global marketers expect from social media and what drives most value for both groups. Among the findings, “Value of a Fan” identifies the perceived value that social media delivers for communicators. Of the respondents, 85% regard fan pages as a means of securing additional insight and increasing loyalty, while 80% cited the opportunity to increase advocacy (see chart). These values are similar to how Frank Eliason, SVP of social media at Citi, views them.

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