Evaluating the Impact Of Facebook Fan Pages
Posted: June 14, 2010 | Amanda Fildes
Rice University set out to verify whether Facebook fan pages could have actual impact on businesses. The case study followed a Houston bakery and café as they established a Facebook fan page and tracked the impact. The café only saw about 5% of their regular customers become Facebook fans, but those who did become fans came more frequently and spent more than non-fans. The fan page also seemed to cultivate brand affection and loyalty.
I think this study sheds light on what all businesses can accomplish using Facebook. The results suggest that although the café didn’t reach all customers using fan pages, there was significant impact on those they did reach. This is a great example of “meeting your customers where they are”. It is likely that those who did become fans where already Facebook users. The café – rather than simply building a fan page and hoping “if we build it they will come” – used the fan page to meaningfully engage with their fans by offering giveaways and discounts. And the campaign was effective for the target group because the café approached the tactic holistically.
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