Over the last year, chatter between brands and agencies continues to circle around the top of the defining and understanding the value of a Facebook fan.  There is no direct answer given the multiple of impacts that go into a Facebook brand strategy.  Many fans are gained through a combination of organic growth and paid acquisition – in light of GM’s announcement that it will no longer use Facebook ads, will other brands follow suit and change the conversation again on the value of a Facebook fan? 

No Standards

The “value of a Facebook fan” specifically or more broadly the “value of anyone linked to a brand on a social platform” has not been defined by the industry.  Within industry debate – none of the methods are able to assign a holistic value to a fan or a “like” given the many potential positive effects of advocacy and sharing behavior by fans. Instead many fan ROI models aim to attribute only some part of the total value. There methods are quick to assign a value number to a fan or like, but these are rigid formulas that do not take into account the dynamic ecosystem of Facebook and social media in general.

Overall exposure to social media, in combination with other online platforms, earned media and ad formats, increases average sales impact as well as brand awareness, purchase consideration, and brand favorability.

It All Goes Back to Business Objectives 

To try and frame “value” for fans, first reexamine what business goal social media supports? It is only by dissecting that goal that we can understand what value would be meaningful to derive from – and attribute to – Facebook fans or “likes.” There is a difference in “value” based on how engaged a fan is, yet different types of fans deliver different types of values and collectively make for a whole, composite community. So what is value in the context of the Facebook fan or like? There are three different types of value: Amplification; Equity; and Spend.

Amplification

• The value of a Facebook fan can be viewed in the number of people one fan can inspire to learn more about the brand or how many non-fans they endorse the product to.  The influence of a trusted recommendation will have a higher long-term value versus one transaction inspired by traditional advertising. Of course, one recommendation for the Lexus brand might have a high ROI than one recommendation for Bic given the products’ price points.

Equity

• The value of a Facebook fan can also be in their level of brand awareness. Different levels of engagement will exist across a large Facebook community but each fan came onto the page recognizing the brand at the entry point, driving engagement will likely increase brand equity.

Spend

• Value can be tied to a monetary spend. If a brand has e-commerce directly tied to their Facebook page this tracking is much easier than for a company that is brick-n-mortar based only. Without e-commerce, identifying what sales data and tracking is possible to tie back to social media efforts over a timeline is the first place to start. Future tracking could include exclusive promotions on Facebook that track ROI separately.  While there may be a gap between online marketing and offline sales, don’t despair – it might be more closely to not be on Facebook at all.

Don’t Forget

The value of a fan debate is all about online impressions, interactions, and influence – don’t forget the power of IRL impact.  IRL or In Real Life – are the very tangible conversations and actions taking place in the real world, often impacted by actions and interactions on social media.  If you are able to apply a framework to measure the value of a fan for your company, don’t forget the value of a fan fluctuates month to month, is always unique to that fan, and is changes based on your tactical CTAs.

According to online analytics done by Comscore and Facebook, a fan is worth the sum of his or her friends. This is because when fans like or comment on a brand’s post, their friends see the brand being endorsed by a connection. Here is a list of a few other related articles:

1)      Your Brand Has Thousands of Facebook Fans, How Much Is That Worth
http://www.fastcompany.com/1743875/your-brand-has-thousands-of-facebook-fans-how-much-is-that-worth

2)      Social Media Key Influencer in Multi-Exposure Purchase Path
http://www.emarketer.com/Article.aspx?R=1008845

3)      What’s a Facebook Fan Worth? Does it Depend on How Many Friends they have?
http://adage.com/article/digital/a-facebook-fan-worth-depends-number-friends/228923/  

4)      Proof that Facebook Fans are Worth More to Brands
http://forrester.typepad.com/groundswell/2012/04/proof-that-facebook-fans-are-worth-more-to-brands.html   

5)      What Your Klout Score Really Means
http://www.wired.com/epicenter/2012/04/ff_klout/all/1

Tina McCormack Beaty’s passion is food, local retail, and small businesses.  Professionally focusing on strategic communications, branding, and entrepreneurial marketing using integrated tools of social media and PR. Currently, Tina is president of Washington Women in Public Relations and is an accounts lead on Porter Novelli’s foodie team.  She is also serves on Miami University’s (OH) Alumni Board.  You can reach Tina at @TMStrategy.

Worried! © by photoloni

For the most part, I find the PR industry’s trade publications — PRWeek, PRNewser, PRNews, etc. — to be good standard-bearers for effectively covering the ins-and-outs of this diverse and growing industry. Sure, they tend to focus too much on AOR announcements  — the old-time stock ticker-tape reports of PR — but they do the job.

So I try to do my best not to critique. Look, reporters and editors have a tough job at those publications. They are reporting on the very people — PR pros — who know how to promote a cause or a person better than anyone. So I imagine there is quite a lot of pushback and calls for fluffier fluff pieces than at your standard trade reporter’s job.

But there is one type of trade story I can’t stand: the “[Fill in new/flashy technology] is destroying the profession!” piece. You see it every few months, often when some new social network or platform catches fire. Suddenly, PR pros are running around like chickens with their heads cut off, desperately trying to answer client questions about whether they can “Pin” their latest press release (as if anyone cares).

And so it was that I came across a blog post headlined, “Create, but don’t compromise” by former PRWeek Editor Julia Hood.

After relaying a few anecdotes about how The Economist routinely makes PR pros sound like the scourge of the earth, she gets to the meat of her argument:

The always-on, abbreviated nature of today’s digital communications is leaving many PR pros “worry[ing that] we are compromising by increments every day.”

Hmmm. Not so sure about that.

She’s right in noting that PR pros must always keep the verification of facts and information they disseminate in mind when crafting any and all communications, no matter truncated they may be. But I always get a little worried when I read a PR trade (or blog) try to make the point that just because we have so many new and fast-moving comms channels to work with, PR pros somehow inherently risk losing their credibility or professional standards.

If that were the case, TV would have corrupted the profession long ago as it overtook the seemingly austere days of radio. Obviously, that was not the case. And we shouldn’t try to imagine it will be the case now that we have moved firmly into the digital age.

In that respect, I sincerely hope that PR pros aren’t worrying whether “we are compromising by increments every day” just because Twitter and other social networks have become powerful new communications platforms. If anything, we should be celebrating the growth they have provided to the PR industry and the ability they have given PR pros to finally move away from the days of one-dimensional press release development.

Of course, there will always be issues inherent with a profession adopting any new form of communication or engagement platform. But that’s no reason for us to worry that we’re somehow chinking away at the very standards of professionalism and standards that underpin the profession.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

All too often, we see CEOs put their foot in their mouths. Remember Netflix CEO Reed Hastings’ “apology” last year? Or how about former BP CEO Tony Hayward and his “relatively tiny” Gulf oil spill comment? These types of words cannot only stain a chief executive; it can also hurt a company. In the cases above, both Netflix and BP suffered mightily.

These types of instances are very preventable though. One of the things that are often forgotten about in our PR planning is media training. Sure, we see crisis communications mentioned, but never much about actual media training. Even if you believe your client(s) have a good feel for the media, it never hurts to reinforce their skills.

Here are five tips to consider for your clients or your own businesses.

1)   Mock-up an interview- Role-playing may seem like something you wouldn’t consider, but it can really be helpful. Develop some questions based on a scenario where the CEO would be tested. Then, do a review session afterwards. Go over the strengths and weaknesses of the answers. If and when a crisis arises, you know he/she will be prepared.

2)   Review what each outlet brings to the table- Your CEO may think he/she understands the print and electronic media, but both platforms are changing. Take the time to help the CEO understand what each outlet does, how they report, and what they may be looking for.

3)   Keep messages short and sweet- Once a CEO starts having long answers to media questions, that’s when things can get sticky. Make certain your key messages and talking points are crafted to be clear and concise. The tighter the messaging is, the less of a chance of being misquoted or misunderstood.

4)   Speak up- I always like to see how CEOs handle speaking in public during non-crisis situations. If they stumble during a check presentation, imagine what it would be like in a crisis. It doesn’t hurt to offer a public speaking session. A good CEO will accept your advice, since it will help in the future.

5)   Social Media training- Yes, it may sound odd to include this, but if you have a CEO of a small to medium sized business, they may interact on social networks. It is integral for the CEO to understand to pros and cons of posting and how their message will be taken in 140 characters.

Media training may seem like something very small in the grand scheme of things, but when a crisis hits, it could end up being extremely important.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

I’m old enough to remember the days of bringing a Walkman into my bed at night to try and listen to baseball. On the clearest of nights, I could hear the radio home of the Chicago Cubs, the St. Louis Cardinals, and sometimes, the Boston Red Sox from my New Jersey bedroom. However, most times, I’d have to deal with plenty of static and interference.In our social media world today, we have the same issues. While we can “hear” some of the most influential PR/social media/marketing folks, we still need to get through the “static” to actually listen. Why? Our Facebook and Twitter streams are clouded with too much noise and clutter that affects what we take in.

So, how can we better listen and engage our followers? Here are five tips to fine tune your focus on social networks.
1. Unfollow those who aren’t valuable to you- I know this is a HUGE sticking point with some folks. But, ask yourself this question: If you didn’t like the music being played on a radio station, would you still listen? Pare down your followers to those that deliver the smartest, most relevant content.

2. Change your channels- Don’t spend all your time on Twitter. Hop on Facebook and/or Google+ to get a new perspective, and vice versa. Too often we spend all our time in one place. Get some variety.

3. Listen closely- What is it you are really trying to accomplish by engaging on social platforms? Don’t just retweet for the sake of it. Actually read what is included in a tweet or Facebook post. Too many times, we are quick to share something and it may not even pertain to your network.

4. Have your “pre-sets”- Just like your car radio, you should be using Twitter lists to your full advantage. This is an outstanding way to tune out the static on your feed and focus in on what you really want to “listen” to.

5. Focus in on certain times- In the radio industry, there’s morning drive and afternoon drive. You can pretty much marry that to social media as well. In the morning, we see a ton of blog post and news updates. In the afternoon, we see content that comes from webinars, conferences and events. These are the times for optimal reading.

Keep in mind that it is up to you to choose who you wish to listen and engage with on social platforms. When you complain that someone is an oversharer or they whine too much, you have the power to “change the channel.”

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

I struggle with ROI in the social sphere, as I’ve talked about before. Google has taken a huge step forward this week in measuring the ROI of social media, as it announced the first concrete effort at valuing efforts in this arena. The three main reasons Google made this change (from the Analytics blog):

• “Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions
• Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
• Make better, more efficient data-driven decisions in your social media marketing programs

I’ll let you read through the post itself to familiarize yourself. Never before has anyone tried to tie real, tangible, financial results to likes, follows, comments, posts, and so on and so forth. We know the value of social media. It’s networking, listening, identifying new customers, etc. Selling it to the C-Suite can be difficult as the bottom line is the only number they are concerned about. This provides a tool that provides realistic numbers as to conversions, and where those conversions are coming from.

This is not a be-all-end-all tool, but it certainly is a step in the right direction.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

In my very first communications class, I was taught the first step of the writing process was to know your audience. Everyone knows that understanding your audience is important, but sometimes it doesn’t hurt to revisit the communication basics by celebrating the success of our fellow PR professionals.

The success of a current campaign by the American Mustache Institute, H&R Block and Millions from One is rooted in their deep understanding of their audience. Inspired by a 2010 white paper by tax professor John Yeutter, AMI launched a humorous campaign called the “Million Mustache March.” The campaign revolves around mobilizing mustache aficionados to pressure Congress to pass the STACHE Act (Stimulus To Allow Critical Hair Expenses), a $250 tax deduction for Americans with mustaches, as they make America significantly more attractive.

To energize its audience, AMI created a custom Facebook application where participants could take pictures of themselves with a fake “staches,” share their new mustache pictures and browse submissions of other mustache fans. Using the Facebook application, YouTube videos and media relations tactics, the AMI hopes to physically take on Washington with a march of mustached individuals on April 1^st.  For each person who uses the Facebook application or participates in the march, H&R Block will donate to Millions from One, a charity dedicated to providing clean water for people all over the world.

While this campaign has some very interesting tactical uses of Facebook and word of mouth marketing, its genius lies in the insight into its audience’s behavior. Targeting men from 21-35 years old, the AMI and H&R Block understand three crucial aspects about their audience:

1. What makes them listen – Because tax deductions aren’t exactly sexy, the AMI and H&R Block focused their message around the humor of a mustache. Bringing humor to a normally dry topic makes people naturally more interested in listening to what you have to say.
2. What makes them share – People in this age group are notoriously self-oriented and more likely share content that applies to them. Using a photo booth application allowed AMI and H&R Block to use audience-centric messaging, which is more likely to be shared.
3. What makes them act – These community members are very active online, extremely prideful of their mustaches and thrive on being part of a bigger cause. The AMI and H&R Block created a space for these community members to connect with other mustache aficionados and take action together for a good cause.

The best part about understanding your audience is that it doesn’t matter what media you use to communicate with them—knowing these three aspects of your audience’s behavior transcends the platform you use. As the tools we use to communicate change, recognizing what makes people listen, share and act will continue to be essential to a campaign’s success.

What are some of your favorite ways to better understand your audience?

 Ginny is a digital media marketer, blogger and President of Boston University’s Chapter of PRSSA. She loves convincing others of the value of emerging media and teaching the non-digitally savvy to use new media strategically. In her spare time, she loves to try new foods, travel and run marathons. Find her on Twitter (@gsosk) to chat about all things digital!

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Do you know the history of your company? Aside from the date it was founded, do you know when the important milestones occurred? If you don’t, use the new Facebook for Timeline feature to find out!

You company has a rich history and your clients (fans in Facebook lingo) most likely don’t know about all those great things you did in the past. This is an opportunity to politely brag about your past accomplishments and reiterate to your customers that you are around for the long haul. 

For the time being, Facebook won’t let you date photos prior to 1905. The work around is to create a milestone event. As long as you entered the correct founding date in your About section, you will have the option to select dates from that point on. For example, my organization, the Missouri State Teachers Association was founded in 1856. We’ve added Milestones from that date forward.

Think of the new Facebook Timeline for pages like a digital scrapbook of your company. Sharing the historical information and big moments humanizes your brand, which of course, is good for business.

How are you telling the story of your company with Facebook Timeline?

A 2005 graduate of the University of Missouri’s Journalism School, Aurora spent several years covering education-related issues in Missouri, Texas and Washington, D.C., before returning to Columbia, Mo.  The active Alpha Chi Omega alumna serves as the Online Communications Coordinator for the Missouri State Teachers Association and runs a successful communications and consulting business. Outside of the office, Aurora enjoys running, and is training for her fourth half marathon. Her two biggest fans are her husband and cat, but only one of them cheers her on at all the big races.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

I’ve seen a lot of changes happen when it comes to social media and public relations – how the two fit together, and where they fit within a company’s organizational structure, has changed over the years.  A few years ago, when I was agency-side, I witnessed firsthand the struggle between creative shops, interactive agencies, and public relations agencies to win social media accounts.

Since then, social media has grown exponentially.  In that growth and wide acceptance, it’s been carved into pieces – content, software and creative.

PR pros have won the content battle.  But creative resources from an in-house designer or creative team are essential.   Today’s social networks are becoming more and more visual and without the help of a great design team, your initiatives aren’t going to be as successful.  

The new availability of Facebook Timeline showcases how authentic content and great design are a more important combination now than ever. This new format gives us more space for branded social engagement.

In that spirit, here are my top picks for brand implementations of Facebook Timeline.

All of the examples below are highlight a key best practice: their cover photo images represent their brand and do not have pricing or other calls-to-action.

Starbucks

This is a great Facebook Timeline example.  Instead of posting an image of a store or coffee cup, the Starbucks cover photo is does a great job of reinforcing their key brand message as “a premier roaster and retailer of coffee.”  I’d like to see their content team carry through and post more questions and information about the roasting process and finding ways to get their fans even more interested in what makes the Starbucks brand unique.

GE

Their top image immediately reminds me about how successful and innovative their recent instagram campaign was.  It’s great to see a company like reinvent themselves and push their boundaries when it comes to using new technologies and types of social media, particularly under their new “GE Works” campaign.  They’re clearly moving faster than some other companies of their size.

Coca-Cola

As I’m sure many of you know, the interesting thing about Coca Cola’s Facebook page is that it was originally started by fans themselves. As the brand grew its social media presence, it maintained that consumer-centric approach to social media marketing.  It isn’t by chance that there is a great community feel to this page, with happy fan images dominating their new Facebook Timeline cover photo.

Macy’s

I love the custom icon that looks like a Macy’s shopping bag, and for anyone who hasn’t been to the flagship store in Herald Square, I’m sure that cover photo is awe inspiring. They have tons of great content that’s updated frequently, along with questions that resonate with their consumers. 

The new Timeline format also highlights the fact that they’ve done a great job “liking” the pages of other relevant brands and clothing designers that sell at their stores. Hopefully, they’re also tagging those brands in their posts and on Twitter – it’s always important to think about how you’re engaging your stakeholders.

These are big brand examples; I’ll admit to that. I think little guys are still getting caught up, but that’s not a bad thing.  As advised in a post last week on PR Breakfast Club, before making the switch make sure your team is comfortable with using the new format and adheres to best practices.

Do you have a great Facebook Timeline brand example? Post it in the comments below.  I’d love to check it out!

A seasoned publicist and social media strategist, Tiffany Guarnaccia serves as the Director of PR & Communications for eMusic.  Prior to her role at eMusic, Tiffany held the role of PR Director for LimeWire during the final chapters of the history making Arista Records LLC v. Lime Group LLC court case.  With over a decade of communications experience, Tiffany has worked on the client and agency side of PR in the technology and entertainment industries.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

Much has been made of Google’s unified privacy policy that went into effect last week. In my Twitter feed, I saw the usual suspects; threats of dumping all Google products, enraged people shouting about how Google is out to take over the world, you know, a whole lot of this. Perhaps these people are unaware of how commerce on the Internet works. This is always a good reminder for us as PR pros, and for our clients. The number of companies that collect your data for their own marketing purposes or for their partners is astronomical. However, let’s rundown a few of the major names to put this in perspective:

• Twitter
• Facebook
• Apple (Maybe this one is a stretch)
• Pretty much anyone in business to make money

This isn’t an argument that says companies collecting personal information is a good thing, but it IS an argument for taking responsibility. You’re using Google, Facebook, Twitter, Instagram, Path, and tons of other apps FOR FREE. Ever paid a dime to post your status to Facebook or Twitter? Nope. Yet their IPO is expected to be worth millions, if not billions, of dollars. It ain’t because that photo of your kid is extra cute.

We, the Internet community, often forget that. We are a valuable commodity. We all have wants, needs, desires, hopes, and there are companies out there dying to learn more about us to sell those to us. The price of using these services is not monetary; it’s our information. Anyone who thinks it is Google’s responsibility to simply sit on the goldmine of information it has on its users doesn’t understand the digital business model.

It is our responsibility as consumers to safeguard our data; and each of these companies has provided ways to make your information as private as possible. In the 21st century, if you wonder how a company can make money without actually selling anything, remember this:

If you cannot discern a product a company is selling, the product they are selling is you.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement

In the last 24 hours I’ve happened upon two excellent examples of SM strategies and tactics.  One excellent because it’s good, one excellent in its badness.  First, the bad.

Swiss Army Knives by Victorinox have a pretty loyal following (and if you’ve ever used a genuine one you know why).  Their primary Facebook page has some 30,000 Likers (and pretty good engagement as well I’d note).

What’s interesting given all of this is how they’ve fallen down re: their Twitter account. I won’t even address the number of followers (I’m not sure when they launched), but here’s what I’ve got a problem with – they’re trying to get to 3,000 followers with a contest rewarding the “first 3 to hit our goal” with prizes.  Prizes work – no doubt about it – but this type of contest – where you can see where you are in the reward process would actually slow down getting followers.  If you saw there were 2990 followers and wanted to win, you wouldn’t begin to follow – you’d sit and wait until people unaware of the contest started following the brand.

At present there’ve been fewer than 20 followers in the last 24 hours…during a contest…of a global, well established and loved brand.

On the other hand, had the contest be structured along the lines of “all of our followers will get a discount code for 10% off a purchase when we hit 3000 followers” not only would people begin to follow, they’d tell their friends to speed the process along. Further, in the long run it would be a bigger financial win for them as well – eventually those people will buy something and even if all 3000 use their 10% coupon it still means they’re buying directly from the company (and not a distributor/retailer who would take a cut).

Now the good.  This one is R-Rated, so fair warning.

The “Transparency of the Week” award goes to K-Y Intense Effect (special thanks to Isaac Pigott for picking up on this one).  Like any good site it features product details, information from doctors, etc.  But front and center – literally in this case (it’s the first thing you see) – are compiled reviews.  Not testimonials – reviews – both good and bad (and in this case there happens to be a lot of bad).

Why’s this a win?  Simple – while it may not create sales what it does do is ensure anyone who sees the site and buys the product is not underwhelmed.  It eliminates buyer’s remorse.  Assuming they know feedback on the product isn’t great and a majority of the folks won’t like it (but it’s still not worthwhile to pull from the shelves) which would you rather – a consumer who avoided a ‘bad’ product because of the company’s full disclosure or a consumer who felt tricked and would question trusting the brand again?  That it’s K-Y and are the de facto brand in this space certainly doesn’t hurt either – they can rest on their laurels and enjoy the satisfaction of creating a new product while keeping their core business and reputations intact, even if the product itself wasn’t a smash (or squishy) hit.

• 24 May 2012 : Value of a Facebook Fan – Still Worth Considering?
• 23 May 2012 : Why Viggle Will Change Television
• 22 May 2012 : 10 Ingredients to Make Your Event Execution Easy
• 21 May 2012 : Stop Being Idiots -or- NATO and Perspective
• 18 May 2012 : Facebook Research: Brand-Related Posts Drive Most Engagement