In this article Mathew talks about the connection between social engagement practices and measuring impressions - a now "old school" measuring tool, which is hard to apply to social media.
His basic social arithmetic argument goes thusly:
- 50,000 low quality fans x a social distance of 1 (they are low quality, not loyal and don't share content) = 50,000
- 1,000 high quality fans x a social distance of 150 (they are high quality, so they enjoy the brand story and report to their social network) = 150,000
His argument holds water - it is always better to have committed fans - this is true I think across any medium - ardent fans are ardent fans anywhere (who doesn't like them?).
I just talked about this subject today