Tapping the business value of Facebook Fans

QuestBack has recently published a new white paper entitled: "Tapping the potential of Facebook Fan pages".  I've had quick read of it earlier today and I think it wll be really helpful for companies to understand their social media marketing challenge as well as how to ascertain and leverage the business value of their Facebook pages. 

Here's an except from the whitepaper discussing the challenge companies face with extracting insights from their facebook fans:

In many cases, questions such as the following remain unanswered:

• Who are my fans?
• What do they think of our brand?
• Are they really in our target group or did they perhaps merely become a (pseudo) fan to enter a sweepstakes?
• What is the difference between fans and "traditional" customers?
• How can I specifically engage with really valuable fan groups – such as brand ambassadors or as a source of creative ideas?

In order to answer these questions, marketing and social media professionals need to gain insight into the intellectual and emotional world of their brand fans. Brands have to understand what makes their fans tick.

A marketing investment in Facebook cannot be assessed, successfully managed, or shaped to create value in the long term until these questions have been satisfactorily answered. And only on the basis of this information will it be possible to determine standard marketing metrics, such as loyalty, purchase intention, purchasing power, the relevant set, and – a crucial factor in the social Web – the willingness to recommend, or the net promoter score (NPS).

Anyway, lots of good information, including examples of QuestBack customers getting business value from QB solutions applied to their Facebook pages.

To get a copy you'll have go through QuestBack's web site.  Click here to get a copy.