In AdAge:
" ...The common view that Facebook "likes" equate to brand engagement took a hit last month when the Ehrenberg-Bass Institute shared some interesting data with us. Researchers found that less than 1% of fans of the 200 biggest brands on Facebook actually engaged ... "
I have been connected to the Ehrenberg-Bass Institute at the University of South Australia for some time. See also my mentions of their director, Byron Sharp's book: 'How Brands Grow: What Marketers Don't Know', an excellent book about branding, which reveals some useful and relatively little known 'laws' of the brand.
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