Facebook Engagement Is the New Focus Group

Facebook engagement won't necessarily rev a brand's sales, but it does serve one purpose, according to a new report: It acts as market research for social media advertising.

SocialCode, a marketing technology firm, argues that consumer engagement with a brand's Facebook posts have a weak correlation with sales. If you create a campaign trying to evoke as much interaction as possible, you'll wind up targeting a relatively small group, but at a fairly high frequency.

A more successful campaign would focus on reach and frequency, the two variables that are used to measure the success of TV campaigns. Read more...