Wildfire Interactive Examines Facebook Campaign Brand Advocates

By David Cohen 

Social media marketing software provider Wildfire Interactive analyzed 10,000 Facebook campaigns over the past nine months in an effort to help its clients identify and engage their most influential fans.

The company, which was acquired by Google last week, shared the following conclusions from its study:

  • Sharing of social media campaigns generates significant earned media. Wildfire found that sharers and advocates — defining the latter as someone whose shares result in someone new engaging with the campaign — each generate an average of 14 earned media impressions.
  • Brands that are highly effective at engaging sharers and advocates via campaigns see three times more engagement on their page than other brands (in the form of user participation with custom applications, likes, shares, and comments).
  • Brand “advocates” bring in an average of 1.3 new people each. For every 10 advocates a brand gets to join its social campaign, 13 entirely new people will engage with the brand’s campaign through clicks, entries, and other interactions.
  • Tripling the number of advocates in campaigns correlated with a 13x higher annual fan growth relative to average-performing brands.

Wildfire Founder and CEO Victoria Ransom said:

These data clearly show that brands need to be focused on nurturing their most active fans, particularly their brand advocates. Brands should give users a variety of ways to engage with them — and several options for what to do when they get there — to increase time spent on the page, as well as return activity. Brands should also give users specific instructions about what to do to engage. For example, if you want someone to like your post, it helps to directly ask for it.