Alyson Shontell | Jun. 23, 2011
Social media marketers often complain that their efforts aren’t measurable.
Hitwise used internal data to determine the ROI of Facebook advertising. It found that each Facebook fan generates about 20 visits per year to a retailer’s site.“The figure of 1 fan = 20 extra visits to a website uses a unique methodology that combines Hitwise data with data from social media experts Techlightenment,” it writes.
“We took the top 100 retailers ranked in the Hitwise Shopping and Classifieds category and benchmarked visits to those websites against the number of fans those brands had on their Facebook page. We then also looked at the propensity for people to search for those retail brands after a visit to Facebook using our Search Sequence tool.”