Research: September 2009 Archives

Fluent, our new Razorfish report, examines the rise of Social Influence Marketing - the method of employing social media and social influencers to meet a company's business and marketing objectives. The report features a new proprietary survey that explores how social media informs consumer purchase behavior, and introduces the SIM Score - a new benchmark Razorfish developed to measure a brand's social influence and favorability relative to its competitors. Here I discuss specifically how the SIM Score appears for the Auto Industry.

According to new research from ViTrue, click through rates on wall posts that appear on Facebook Brand Pages are highest on Tuesdays at 9.89%. ViTrue is certainly asking the right questions but I must admit I'm not convinced that their research is based on analyzing enough brand pages on Facebook. I can find no logical reason why Tuesdays do so much better than any other day of the week.

Mark Walsh over at MediaPost has the story about ViTrue's research and he included my feedback in the article. Here's what I had to say:

Shiv Singh, vice president and global social media lead at Razorfish, agreed that the timing of new messages on Facebook pages is an important consideration for marketers. "So the question ViTrue is trying to answer is a very valuable one." But he added that interaction can vary among specific pages depending on a variety of factors including the type of content and audience demographics, making it hard to generalize about the timing of new posts.

He added that he'd have to dig deeper into ViTrue's research and methodology to gain more assurance of its validity.

Now I could be wrong too but for now I certainly feel that I need to know more about this research before I start  making publishing decisions off of it. Maybe the answer is for me to do my own tests on specific brand pages and see whether I get similar results. What do you think? Do you agree with the findings? How would you explain them?