{"id":652,"date":"2023-03-14T16:17:52","date_gmt":"2023-03-14T16:17:52","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=652"},"modified":"2023-03-23T08:32:22","modified_gmt":"2023-03-23T08:32:22","slug":"more-absurd-social-media-analysis-the-value-of-a-fan","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/more-absurd-social-media-analysis-the-value-of-a-fan\/","title":{"rendered":"More Absurd Social Media Analysis \u2013 The Value Of A Fan"},"content":{"rendered":"<p>I wrote the other week that the idea of\u00a0time normalization in social media\u00a0is a fallacy.\u00a0 But it goes further than just time being a fallacy.\u00a0 The marketing industry is obsessed with looking for normalizations\u00a0<em>everywhere<\/em>.\u00a0 And other than providing a feel good number for presentations \u2013 it\u2019s an exercise in futility.\u00a0 Well, other than the fact that it generates PR for those who come up with the numbers.\u00a0 It\u2019s infotainment at best, misinformation at worst.<\/p>\n<p>It\u2019s no surprise then, that a company called Vitrue \u2013 which\u00a0<em>makes social media management solutions<\/em>\u00a0\u2013 has determined that, on average, a fan base of 1 million translates into at least $3.6 million in equivalent media over a year.\u00a0 Or as AdWeek tells the story through the misleading headline:\u00a0\u00a0the value of a \u2018fan\u2019 on social media: $3.60.\u00a0 The findings are \u201cbased on impressions generated in Facebook\u2019s news feed.\u201d<\/p>\n<blockquote><p>Vitrue analyzed Facebook data from its clients \u2014 with a combined 41 million fans \u2014 and found that most fans yielded an extra impression. That means a marketer posting twice a day can expect about 60 million impressions per month through the news feed.<\/p><\/blockquote>\n<p>I\u2019ll let you take that in for a second.\u00a0 Another gem from the article:<\/p>\n<blockquote><p>Vitrue arrived at its $3.6 million figure by working off a $5 CPM, meaning a brand\u2019s 1 million fans generate about $300,000 in media value each month. Using Vitrue\u2019s calculation, Starbucks\u2019 6.5 million fan base \u2014 acquired in part with several big ad buys \u2014 is worth $23.4 million in media annually.<\/p><\/blockquote>\n<p>OK.\u00a0 Let\u2019s ignore that\u2026<\/p>\n<ul>\n<li>This company is lumping together their clients who are from multiple verticals \u2013 something that makes this number muddied even if you were going to take it seriously (you shouldn\u2019t).<\/li>\n<li>They are in the business of selling social media management solutions and clearly working the sensationalist angle with AdWeek for press (and to try to tag feel good numbers to social media to sell more product).<\/li>\n<li>Impressions by themselves from the news feed \u2013 or from the web in general mean absolutely nothing to a company\u2019s revenue (unless the company is ad supported).<\/li>\n<li>Tagging a fan to impression value makes no sense.<\/li>\n<li>They claim a $5 CPM without any rationale for that number.<\/li>\n<li>Many of us gloss over their news feed in Facebook anyway.<\/li>\n<li>The signal to noise ration in Facebook is pretty terrible.<\/li>\n<li>The article headline declaring the value of a \u2018fan\u2019 on social media $3.60 when this \u201cdata\u201d (yeah, I\u2019ll put that in quotes) only looks at Facebook.<\/li>\n<\/ul>\n<p>Let\u2019s ignore all of that and just consider \u2013 as usual \u2013 both media and companies are still attempting the normalization thing.\u00a0 And it\u2019s absurd \u2013 the entire premise is flawed.\u00a0 The power of web analytics and data isn\u2019t about coming up with normalized numbers to apply blandly across hordes of consumers, but about segmentation, detailed analysis and accountability.\u00a0 It\u2019s about understanding and activating your true fans, and not even treating them all the same.\u00a0 They are not all created equal, after all.<\/p>\n<p>These unscientific data points are why companies are blindly chasing bigger numbers for numbers sake \u2013 when in reality they are increasing KPI metrics and not necessarily objectives.<\/p>\n<p>Blanket statements like \u201ceach new fan = X more dollars in revenue due to impressions\u201d are a joke, and marketers with this mindset\u00a0are already relics.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I wrote the other week that the idea of\u00a0time normalization in social media\u00a0is a fallacy.\u00a0 But it goes further than &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"More Absurd Social Media Analysis \u2013 The Value Of A Fan\" class=\"read-more button\" href=\"https:\/\/www.bursucretleri.com\/blog\/more-absurd-social-media-analysis-the-value-of-a-fan\/#more-652\" aria-label=\"More on More Absurd Social Media Analysis \u2013 The Value Of A Fan\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":1444,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4],"tags":[],"class_list":["post-652","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buzz","category-digital-marketing-and-pr","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/652","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/comments?post=652"}],"version-history":[{"count":2,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/652\/revisions"}],"predecessor-version":[{"id":654,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/652\/revisions\/654"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media\/1444"}],"wp:attachment":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media?parent=652"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/categories?post=652"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/tags?post=652"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}