social loyalty

Social lessons from the traditional loyalty program playbook

Anyone who tells you a tweet is worth a specific amount of money is wrong. One source will tell you a tweet is worth 1/10th of a cent and another will tell you it’s worth $5. A Facebook Like, meanwhile, is valued from $8 to $137.84. With figures varying so wildly it’s easy to see this can’t be a reliable measurement because the number is inevitably based on opinion.

When you consider this premise, it’s not surprising that many brands aren’t getting the engagement they had hoped to see from social. According to ExactTarget, 51 percent of fans say they rarely or never visit a company’s page after “liking” them. And 71 percent of fans say they have become more selective about “liking” companies on Facebook.