Grappa launches Facebook Fifty Survey
Published: 05 September, 2011
Retail and leisure marketing specialists Grappa have devised a metric that enables shopping centres and leisure schemes to determine the effectiveness of their Facebook marketing. The metric uses the square footage of the scheme to establish a median baseline for Fan numbers.
The agency calculated that any scheme should be able to determine its optimal number of Fans based on a metric of 1 sq ft to 0.2 per cent Fans. Therefore, a 100,000 sq feet scheme should expect to have 200 Fans.
Grappa devised the metric by tracking the acquisition and retention levels of Fans across the Facebook sites of more than 50 retail and leisure schemes since 1 March 2011. The on-going Facebook Fifty survey includes a representative sample of large, medium and small schemes in England, Wales and Scotland including some of the country’s most well known shopping locations, such as Westfield London, Bicester Village and The Trafford Centre as well as popular regional and community malls.
The survey provides a snapshot of the social media landscape by showing which schemes are currently under-performing and over-performing against the national benchmark.
Michael Saxton, CEO of Grappa, said: “There are many ways to measure social media effectiveness, such as audience reach, interaction and engagement across a variety of channels. However, we found that many centres were still in the dark about the one where they have invested most of their time and marketing spend: Facebook.
“The Facebook Fifty is an on-going tracking study which provides a constantly updated and evolving snapshot of the social media landscape and provides our clients insight on best practice, while the metric that we have devised gives any scheme the opportunity to establish a median line for its Fan page numbers. With landlords, investors and agents as well as tenants demanding to know what elements of their marketing budget make most sense, the metric gives them a number from which to start.”
