Conceptualising and Evaluating Experiences with Brands on Facebook

Abstract

Despite the growth in the number of brands with a presence on social media such as Facebook and YouTube, questions remain about how to conceptualise and measure people's experiences with brands' content on social media, and how to measure the value of people's behaviour around such content to brands. By interrogating quantitative data garnered from 6,400 respondents we sent to Facebook pages belonging to 27 brands across six brand categories during June 2011, this paper presents an overview of how we designed two sets of metrics, and some of the findings from these metrics: (1) a series of ‘value of experience’ metrics based on the likelihood of people who claim to have had positive experiences with a brand's content on Facebook to say they are likely to do different social media, purchase funnel and brand advocacy actions for that same brand; and (2) a series of ‘value of a fan’ metrics that measure the likelihood of people who say they are likely to do different social media actions on a brand's page (such as post positive comments or share content) to say they are also likely to do different purchase funnel and advocacy actions for that brand.