As I started researching this article, I found quite a number of articles about the different types of Facebook friends and fans. They use a lot of cute names for the types of friends and fans (my favorite being "the poker player" -- thank goodness Facebook's poke functionality is pretty much ignored now), but very few articles address the brand impact that different types of fans can have.
When you talk to many marketers, they predominantly talk about their brands' Facebook fans as "brand advocates." This implies that every Facebook fan a brand has is out there telling everyone how great the brand is and bringing other followers into the brand's sphere. Last year, I talked about the myth of brand advocates, so we won't rehash that in great detail here. Instead, we'll focus on the various types of fans that comprise most brands' Facebook audiences and the different ways in which brands should treat these groups.
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Here's a link to a fun Slideshare presentation our agency did on the '36 Faces of Facebook: The Good, Bad, and the Ugly': http://goo.gl/U7F2g
I'm sorry, is there any data at all behind these ideas? How do we know the relative size of these segments or if they each actually exist? The data I have would suggest that those who are predisposed to your brand are much more likely to "like" your brand on Facebook and that it does, in fact, provide a lift in sales and conversion actions. Also marketing mix modeling I have been involved with shows that Facebook organic impressions matter. Does this segmentation add much to the learning I have described?
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1 9 Facebook hacks that will blow your mind
2 The best social media campaigns of 2014 (so far)
3 7 deadly myths about big data
4 Blogs every marketer should follow
5 The most meaningless (and hilarious) job titles on LinkedIn