Facebook and comScore recently published a white paper on "How Brands Reach and Influence Fans Through Social Media Marketing." The document is full of some pretty interesting case studies on Starbucks, Southwest and Bing, with regards to how they use their Facebook Pages to generate interest, buzz and business. How to Measure a Like What's interesting to me is that we're finally getting away from measuring ROI for social media in the terms of "this interaction = this in sales." It's about time. According to the white paper, Facebook fans can be valued in several ways: By increasing the depth of engagement and loyalty of fans By generating incremental purchase behavior By influencing friends of fans So you can see, it's hard to put a dollar amount on any one of these values, yet they are all tremendously valuable. Why Friends of Fans Are Important Another tidbit I learned from this report is the importance of friends of fans of a brand's Facebook Page. If you're a fan of, say, Starbucks, there's a pretty good chance your Facebook friends might be interested in the brand as well. And brands realize this. According to Facebook, in looking at the top 100 brand Pages, they determined that for every brand's fan, there are another 34 friends of fans that the brands can reach. So exponentially, you can reach a lot more people than just those who click "Like" on your Page. From the report: "Starbucks\u2019 Fans and Friends of Fans showed the highest average propensity to visit the brand website, with Fans 418 percent more likely to visit Starbucks.com and Friends of Fans 230 percent more likely." Getting More Eyeballs to Your Page According to the report, for brands that post updates five days a week, an\u00a0average of 16 percent of\u00a0Fans are reached. It's all about what appears in that person's feed when they're on Facebook. Post too rarely, and your content won't be seen. Post too often, and you irritate people. The report suggests that to increase the likelihood of reaching your fan base, you should focus on highly relevant content that your fans will want to read and share, and to post more regularly: A Facebook analysis suggests that each incremental\u00a0day of publishing branded content from the Facebook Page increases the reach among Fans by\u00a0approximately 2.5 percent. That's good advice any brand, small or large, can use in marketing on Facebook.\u00a0 The report had some other great statistics, so I suggest you check it out for yourself.