Article

Elena Shalashnikova
Elena Shalashnikova 4 July 2013
Categories Social Media

Brand fans on social networks - cost and value.

Brand fans on social media official company pages have recently become a new kpi or even a goal.

Brand fans on social media official company pages have recently become a new kpi to measure the effectiveness of online advertising, or even a goal of social media at times. Companies by no means always ask themselves if their businesses really need those subscribers, and they hardly ever get an answer to the question.

 

How much? A subscriber on a social network could cost anything from “nothing” to 250 RUB each. 250 RUB is an amount you are likely to pay to a digital agency for followers on Facebook (as a rule) attracted by targeted advertising. Subscribers could be cheaper on other social networks or/and attracted by different methods. Subscribers “for free” usually mean that they were driven by company employees and their friends and pals, and the brand’s owner doesn’t know how. Taxes and the employees’ salaries are not taken into account.

How to attract?

1.      Targeted advertising – is one of the most common ways. This method involves placing an ad with a small image and a short text and paying the social network for that. You pay either per click or per display. You can select the audience you would like your ad to be shown to by gender, age, region, and interests. These options are offered by Facebook, Vkontakte, Linkedin, Odnoklassniki. Targeting possibilities are quite limited on Odnoklassniki, though. So having paid to the network you get visitors to your company page. But not all of them will subscribe. One subscriber per 3-4 visitors is a good conversion rate. One in 5-6 is a norm.  If conversion is lower you should change the ad settings or sometimes even reconsider the concept of your page. 

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