CHAPTER 6

Measuring the Performance of Brand Communities on Facebook

In the previous chapter, we provided examples of actions that companies could take on Facebook to strengthen their corporate brand value.

Companies have generated content that allows interaction through likes, comments, and shares between consumers and companies. Facebook has been a favorite platform. Several areas of that platform have been analyzed by researchers and consultants. The notification area allows analysts to check new likes and comments on posts, along with user comments. Checking these notifications is the first, simple, and anecdotal way to measure performance.

However, reviewing the trends and theories that emerge is also part of setting performance goals and ...

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