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The Power of Like2
How Social Marketing Works

ANDREW LIPSMAN VP, Marketing, comScore GRAHAM MUDD Head of Measurement Partnerships, Facebook CARMELA AQUINO Senior Marketing Manager, comScore PATRICK KEMP Senior Data Analyst, comScore

Executive Summary
The following white paper is the second in the U.S. Power of Like series, a research collaboration between comScore and Facebook to deliver unique insights on the impact of social media marketing. The research, which primarily leverages data and analysis from comScore Social Essentials™, comScore AdEffx™ and Facebook’s internal analytics platform, focuses on the impact of branded earned and paid media exposure on the behavior of Facebook Fans and Friends of Fans. The summary below establishes the key findings and implications of this research.
Brands can maximize the impact of their social marketing programs on Facebook by leveraging a framework that helps them move beyond Fan acquisition to delivering reach, impact, and measurable marketing ROI. Using the Brand Page as a control panel for creating social marketing programs, brands should focus on benchmarking and optimizing on the following dimensions to deliver against their broader marketing objectives: Fan Reach Exposure in the News Feed Engagement Fans interacting with Brand Page marketing content Amplification Expanding reach by promoting content to Friends of Fans through both earned and paid means Most leading brands on Facebook achieve a monthly earned Amplification Ratio of between 0.5 and 2.0, meaning that they extend the reach of their earned media exposure of Fans to Friends of Fans by 50-200%. These ratios can be increased to improve brand reach by focusing on tactics to optimize Fan Reach and Engagement and by supplementing with paid advertising strategies. Facebook represents a unique marketing channel that enables Paid, Earned and Owned Media to

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