Measure Facebook success by depth of engagement

When it comes to measuring the success of social media activity, the key for any brand is to know and understand who their ‘likes’ are from because everything else is just extrapolation.

Social login – the ability for consumers to use their social media profile to register on a brand’s website – is now providing brands with the ability to find out who their users are by gaining insight from their social data.

Indeed, consumers are becoming more open to data sharing and expect to receive the more targeted, relevant engagement in return for sharing their personal profile.

The rise of social media and the effect it is having on consumers’ willingness to share personal data with brands means that the goalposts for business-to-consumer engagement are changing.

Brands need to recognise that social media marketing is personal and start measuring their success with that channel on the depth of their own unique engagement with individual customers.

Russell Loarridge
European sales director
Janrain

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