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The Power of Facebook Friends, Comments and Likes .

The author

Epiphany Search

Whilst putting together a social media campaign for a client recently, we decided to try and predict the power of a well-run Facebook promotion. Typically as an agency we measure success for this type of campaign through a number of different metrics from likes to links, but in this case we decided to see what the reach of this Facebook campaign would most likely be. First, we set about looking at the target demographic of the client which was females between 25 and 35. We then found a sample of 100, and logged some key stats from their last ten wall posts. We were trying to measure the average of the following:

  1. Number of Friends
  2. Likes and Comments per Post
  3. Interactions per Friend per Post as a Percentage
  4. Primary Impressions
  5. Secondary Impressions
  6. Total Impressions

With this data, we could start to understand the likely impact of any campaign that causes a message to be posted on a users’ wall, and the key to success being that the post looks as 'normal' as possible i.e. not promotional but a message from the user. So here is what happens to a post on the wall of the average UK-based female between 25 and 35 years old on Facebook:

  1. Number of Friends = 553
  2. Likes and Comments per Post = 3.3
  3. Interactions per Friend per Post as a Percentage = 0.59% (view this like the click through rate of a PPC advert)
  4. Primary Impressions = 553 (same as number of friends)
  5. Secondary Impressions = 1,797 (the 0.59% of people who like/comment on it creates a further post on their walls)
  6. Total Impressions = 2,350

Now I obviously don't want to tell you what are actual strategy for the client is in terms of generating the initial posts, but we are basically looking to give 50 things that cost £100 away which is a total spend of £5000. This should generate approx. 5000 posts on walls of this target demographic, and by the above calculations should create the following buzz: 5000 Primary Wall Posts which at an interaction rate of 0.59% would lead to 16,500 Secondary Wall Posts, which equates to 2,765,000 Primary Impressions to Friends which would lead to 9,124,500 Secondary Impressions to Friends. This is a total reach of 11,889,500 impressions at a cost per impression of 0.0004 pence. Obviously we need to add our management fees on top of the competition give away costs but as you can see, there is plenty of room to play with here. From these figures, I would argue that this kind of activity generates all the brand awareness of a huge blind banner buying campaign, but coupled with the targeting capability and engagement payoff of a platform such as Facebook. So when it comes to influencing a related group of individuals, I don't think you can beat this kind of activity. Sure, these are not unique impressions, but the message we want to push will certainly hit our target audience in a powerful manner.