The Facebook Factor

Logistic Regression Modeling assesses The Likelihood of other events

Market insights professionals can use logistic regression modeling to quantify the impact of a Facebook fan on key brand engagement indicators. The modeling quantifies how much more likely Facebook fans are to purchase, consider, and recommend the brand than non-fans. We call this difference in likelihood the “Facebook factor.”

Four Questions identify The Facebook Factor

In order to assess the Facebook factor for a brand, market insights professionals need to add four questions to their company’s survey around being a Facebook fan of the brand, likelihood to purchase, amount of money spent in the past 12 months, and likelihood to recommend.

Facebook Brand Fans are Brand advocates

Brand engagement is a driver of loyalty and purchase for companies, and Facebook is a great channel for advocates to share brand experiences with others. Facebook therefore should be a leading platform when launching a brand advocacy program. Companies should create social content that will keep fans engaged with the brand. 

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