This group is composed of your employees, investors, and other close relationships. Much like the way your siblings are part of your personal Facebook network, the inner circle is highly involved and interested in what your brand is doing, but this group is not a great set of prospects from which to generate new business.
Badge wearers are people who've "liked" you not because they actually like or are interested in your brand, but rather they like the association of being near you. In essence, your brand becomes a trophy wife that they like to show off, but they really don't offer a lot of additional value to your brand (and in some ways might have a negative impact).
Badge wearers are aspirational followers. They desire to be associated and hope to someday truly be in the club. As of the writing of this article, Ferrari has more than 10 million "likes" on Facebook. I'm sure the brand is well aware that it has a lot of badge wearers in its fan base.
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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 The best social media campaigns of 2014 (so far)
2 9 Facebook hacks that will blow your mind
3 Blogs every marketer should follow
4 The most meaningless (and hilarious) job titles on LinkedIn
5 7 deadly myths about big data