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The Facebook Like is probably the most common metric used by brand managers, and ironically one of the least useful. We've developed a methodology which looks at a hierarchy of engaged behaviours, and gives us a powerful yet simple way to visualise how well we’re doing at motivating fans to move from each stage in the hierarchy to the next.
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Beyond Likes:
Brand Love
Quantifying
Your fans may ‘like’ your page…
But do they love your
brand?
Engagement rate shows us the proportion of fans interacting with
your content
Engagement rate = likes + comments + shares
reach
But surely someone who shares your
content loves your brand more
than someone who just
comments?
BRAND LOVE FRAMEWORK
INTRODUCING THE
using social behaviours as an indicator of brand love
BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMINGBR
AN
D L
OV
E
BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMINGBR
AN
D L
OV
E
As people move up the triangle, their behaviours
are more involved
BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMING
Creating content for the brand = highest level of brand love
BR
AN
D L
OV
E Sharing the brand’s content with their networks
Doing something, liking, commenting or replying to content
Liked the page, followed the account etc. Lowest form of engagement
Actually seeing the content
BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMINGBR
AN
D L
OV
E At the top of the triangle your fans become advocates
BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMING
ADVOCACY: FANS ARE ACTIVELY SPREADING THE WORD OF THE BRAND
BR
AN
D L
OV
E
Shez PiraniSocial Media Analyst
@shezpirani
Mike PhillipsPlanner
@imjustmike
&
QUESTIONS? Get in touch
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