Home  › Social › Social Media
comscore-amp-image

McDonald's and Disney Get Friend Boost on Facebook

  |  June 12, 2012   |  Comments

ComScore/Facebook study measures amplification ratio of top brands.

ComScore and Facebook partnered on research released today that, if applied by marketers, could help the social site grow its ad revenue. Among other things, the report suggests the way to boost likes on Facebook is to buy ads on the site, and the more fans a brand has the more it might sell.

"The Power of Like 2" report explores the concept of brand amplification. When applying the amplification ratio equation, top brands on Facebook like Disney, McDonald's - and Facebook itself - lead the pack. The metric, which the report claims is "perhaps the most important, and least understood, element of achieving brand reach and resonance on Facebook" attempts to measure the influence and exposure people can generate for brand messages on Facebook.

comscore-amp-image

The report defines the amplification ratio as "a metric that divides the number of Friends of Fans reached by the number of Fans reached with earned media, or the number of impressions reaching each of these segments."

While Facebook achieves an amp ratio of over 2, on average the top 10 corporate brands come in at around 1.05, according to the report. McDonald's does much better than average, achieving a ratio of around 1.5. Disney and Starbucks are also high on the meter compared to other brands like Converse, Red Bull, and Victoria's Secret. Not considering celebrities and entertainment brands, the top 100 Facebook brands have an average ratio of .84, the report states.

Not surprising, as Facebook scrambles to attain revenue growth in the wake of its IPO debacle and subsequent plummeting stock price, the report suggests that getting to a high amp ratio is easier with paid advertising. The report states that "brands are often able to double the reach of their Page Posts through Friends of Fans," and suggests companies buy Sponsored Stories ads to promote posts to friends of users.

Also facilitating likes for brands are their own display ads running on Facebook and elsewhere on the Web. According to comScore, 15.2 percent of U.S. display ads were socially enabled in March, nearly double the 8.2 percent mark reported in November 2011. Almost 41 percent of food and grocery CPG ads studied had a social feature such as a Facebook logo or "like us on Facebook" call to action.

comscore-amp-image-2

Fans and their Facebook friends also have higher rates of purchase, the study found. Fans of Amazon, for instance, spent more than twice as much on the e-commerce site as the average Internet user, said comScore. The company measured amplification ratios during the week ending November 30, 2001 - which covered Black Friday and Cyber Monday, and compared it to an average week in October. Ratios rose by at least 2.2 times above the baseline during the holiday period, according to the report.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...