Facebook adds Nielsen as a friend

NIELSEN    FACEBOOK    MEASUREMENT   

Regional - Facebook has agreed to a multi-year partnership with the Nielsen Company to develop products such as Nielsen Brandlift which looks to measure effective Facebook advertising.

Brandlift will use opt-in polls on Facebook's homepage to measure consumer attitudes and purchase intent from display advertising that has appeared on the site.  

John Burbank, CEO for Nielsen's online division, said the alliance will provide the missing elements to clients seeking better understanding of how web content and online advertising affect consumer behavior.

Grace Ho, general manager for Razorfish, said as this is an opt-in polls they will need to wait and see the effectiveness of this tool.

She said measuring social influence marketing has become a hot topic lately.

"Apart from attitudinal aspects initiated by Nielsen and Facebook, behavioural tracking provides a good indication for marketers to evaluate their performance on social platforms that include measurement on reach and likeability," she said.

When measuring social influence marketing, Ho said marketers should also consider the total share of consumer conversations your brand has online and the degree of consumer sentiment shown.

While marketers are eager to use social media as some perceive it as a free platform, she said it is crucial marketers start building up their own benchmark for evaluation. 

According to Nielsen, estimated year-on-year online advertising spend on top social network and blogging sites increased 119%, from approximately US$49 million in August 2008 to approximately US$108 million in August 2009.

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