“SAN FRANCISCO (Reuters) – Marketing on Facebook influences consumer behavior and leads to increased purchases for the brands that leverage the social-networking site, consulting companycomScore said in a report released Tuesday.
“The Power of Like 2: How Social Media Works,” looks at paid advertising on Facebook as well as earned media exposure– meaning mentions of the brand made by Facebook users in status updates and the like. It is based on the experiences of large brands such as Best Buy, Starbucks and Target.
The report follows up on a July 2011 paper, “The Power of Like: How Brands Reach and Influence Fans Through Social Media Marketing.”
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