¿Cuánto vale un fan? El reto de la medición de la audiencia en los social media

Abstract

Advertising investment in interactive media has experienced a fast increase in recent years, justified by the growth of Internet penetration in population as well as the return on investment measurement possibilities offered by this media. Social Media have brought new forms of media consumption, arising from the greater capacity to create and to participate that user gets in Web 2.0 platforms. Moreover, these new media consumption models have multiplied the possibilities that Internet offers as advertising medium, above all thanks to those spaces where client is part of the brand community and chat with the company, in comparison with traditional mass media, characterized by their lack of feedback as advertising channels. Due to this, audience concept, understood as the exchange currency in the advertising market, changes. How to measure the effectiveness of brand presence in Social Media with advertising words? Is it necessary a rethinking of audience concept to adapt it to these new communicative stages? How much does a fan cost? It seems fairly clear that online audience measurement units must adapt to this new trend. In this sense, it is considered necessary to reach a consensus in an online audience measurement model for digital advertising, as well as in tools and metrics that measure brand presence in Social Media effectively.