A brand is free to assess all social network platforms and to evaluate the lucrativeness of each however facebook is too strong in terms of % of users registered on it. The brands can feel burdened to stay on it whether facebook presence is profitable or not because of the reputation in front of users. Nevertheless, the presence on facebook can indirectly affect the revenue of Mavericks as loyalty may increase if fans remain in touch with the club on social network and can show their loyalty by buying the merchandise of the club (like t-shirts, etc.) from other sources unrelated to the page.
Pierre, I second your thought about Dallas should be more materializing its facebook page to generate revenue and increase fan loyalty.
Not having a facebook page will only become a disadvantage for a brand as most fans will sooner or later search for it on facebook and finding their brand not having facebook presence will make them think that their brand is not upto the social media benchmark like other brands.
Awesome commentary on Facebook - mercenary is a description I have not heard about for Facebook, but you raise an interesting comparison that can be at the core of social media communities. With platforms such as Wordpress and Tumblr, customer can build a blog or a community. Facebook's functionality is centered on communication among groups and interest already known to the user. That has clearly been successful - I know I have communicated with people more easily within Facebook.
But that same reach is also at the heart of questions raised by Cuban, GM, and others - if I am attracting fans who are already devoted to the brand, how much is it worth to market to them? What is the fair value? That's the question Facebook must answer. not saying that they haven't, but it's a message that they must keep conveying without commercials or specific marketing away from the laptop (or smartphone, these days).
Thanks for your comments. Very true that going to myspace or another platform needs to be studied. Is it the right audience? Or is there a need to build one's own community to provide unique content in a distinct way? Those are critical questions that need to be answered before starting a major shift.
I think in Facebook's instance, there's a particular question of value being asked by Mark Cuban and the Dallas Mavericks - what value am I receiving from paid for advertising to reach fans that I should already be able to reach? I think advertising has been so distorted in its use online that many businesses become frustrated and move on to something else without analysis.
Not being a member of Facebook, and not wishing to visit Facebook sites (because I understand Facebook tries to track even non-members), I can't comment so well on the issue of the specific Mavericks "ad" Cuban wanted to display. Facebook does seem to me far more mercenary and authoritarian than other more or less "social media" sites such as blog platforms (WordPress, Blogger) which would enable you to promote your own products or services without a fee.
In general, I'm somewhat baffled about what kind of specific value Facebook offers users that differs from, say, a regular website or blog. And is that supposed value worth all the stress of Facebook's exploitation and heavy-handed rulemaking?
Anyways ... I particularly liked Pierre's broader definition of Analytics to go beyond mere number-crunching and metrics to include aspects of human interaction such as how to "understand or question the journey that customers are taking...."
If the social network wanted to charge him $3,000 to reach 1 million people, that is its business strategy to make money and be viable. I don't think moving to Myspace as primary site will do any good to him.
LEADERS FROM THE BUSINESS AND IT COMMUNITIES DUEL OVER CRITICAL TECHNOLOGY ISSUES
The Current Discussion
Visual Analytics: Who Carries the Onus? The Issue: Data visualization is an up-and-coming technology for businesses that want to deliver analytical results in a visual way, enabling analysts the ability to spot patterns more easily and business users to absorb the insight at a glance and better understand what questions to ask of the data. But does it make more sense to train everybody to handle the visualization mandate or bring on visualization expertise? Our experts are divided on the question. The Speakers: Hyoun Park, Principal Analyst, Nucleus Research; Jonathan Schwabish, US Economist & Data Visualizer
Dynamic data visualizations let analysts and business users interact with the data, changing variables or drilling down into data points, and see results in a flash. Advance your use of data visualization with tools that support features like auto-charting, explanatory pop-ups, and mobile sharing.
No doubt your enterprise is amassing loads of data for fact-based decision-making. Hand in hand with all that data comes big computational requirements. Can traditional IT infrastructure handle the increasing number and complexity of your analytical work? Probably not, which is why you need a backend rethink. Big data calls for a high-performance analytics infrastructure, as Fern Halper, a partner at the IT consulting and research firm, Hurwitz & Associates, discusses here.
Redbox's bright-red DVD kiosks are all but ubiquitous these days, located in more than 28,000 spots across the country. Jayson Tipp, Redbox VP of Analytics and CRM, provides an insider's look at how the company has accomplished its phenomenal nine-year growth.
InterContinental Hotels Group (IHG), a seven-brand global hotelier, has woven analytics into the fabric of its operations. David Schmitt, director of performance strategy and planning, shares IHG's analytics story and his lessons learned.
Elizabeth Barth-Thacker, a BI and informatics technology manager at Humana, tells us how her team is creating data transparency and building engagement with the business – with the help of an internal collaboration portal called Humanalytics.
Whether working in major league sports, financial services, or healthcare, analytics, and data, professionals are checking out how visual analytics and high-performance technologies can help them optimize their environments, shrink their cycle times, and improve decision making, as attendees at the recent SAS Executive Briefing in New York share with us.
Jim Davis, SVP and CMO at SAS, talks with us at a recent SAS Executive Briefing about how high-performance analytics and visual analytics take away the concerns over big-data and let companies get down to business with their data.