Question
1) List the marketing tools that Facebook uses to attract customers.
2) Then measure the effectiveness of these Ads by using the 5 stages of the social marketing model figure 7.4 in the chapter.
Pad 3:13 PM * 47% . Done Commerce.2017.13th.Kenneth.Laudon.7612 2 TABLE 7.4 SOCIAL MARKETING PROCESS Fan acquisition (impressions) MEASURING FACEB00K MARKETING RESULTS MEASUREMENT The number of people exposed to your Facebook brand page posts and paid ads (impressions) The percentage of those exposed who become fans based on Likes or comments. The ratio of impressions to fans. The number of posts, comments, and responses. The number of views of brand page content. The number of Likes generated per visitor. The number of users who responded to games, contests, and coupons (participation) The number of minutes on average that visitors stay on your page (duration) The rate of Likes per post or other content (applause rate) Engagement (conversation rate) Amplification (reach) The percentage of Likes, shares, or posts to other sites (the rate at which fans share your content) Community The monthly interaction rate with your content (i.e., the monthly total of posts, comments, and actions on your Facebook brand page) The average monthly on-site minutes for all fans. The ratio of positive to negative comments. Brand Strength/Sales The percentage (or revenue) of your online sales that is generated by Facebook links compared to other platforms, such as e-mail, search engines, and display ads. The percentage of Facebook-sourced customer purchases compared to other sources of customers (conversion ratio) The conversion ratio for friends of fans.
Explanation / Answer
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