by Frank Strong
Some say a Facebook fan is worth $10. Others say a fan is worth $0. Still other say the value of a fan is falling. It’s harder to get smaller than zero, but perhaps a better method of valuation is what an organization would pay for a fan.
In any case, any or all of these options are likely to leave the less daring more confused and conflicted over likes, shares, and soon perhaps wants.
What many want is sound advice, or perhaps an easy answer. Preferably in the form of an iPhone app we can download and absorb through osmosis while sleeping with our phones under our pillows. It’s a long winded way of saying, that at least in the short term, proven advice, is an unlikely social share.
“Not a day goes by that I don’t see conflicting information about the value of Facebook ‘Likes,’ the correlation between online conversations and buying behavior,” wrote Mark Schaefer in a post titled, Social Media, Conflicting Data, and the Search for Truth. And so it is with social media advice.
He wrote that months ago, but a week or so ago, I watched another prominent speaker trash Klout at a conference – it’s worthless she said. Really worthless? There are more diplomatic word choices especially for PR professionals. A few hours later, Mark took the stage an offered some pretty compelling examples of where Klout has been effective. In fact I’d credit Mark and his writing with changing my view point on the platform: it may not be a measure of influence, but it’s certainly an interesting marketing tool. Read More…