Facebook "like" totals may matter less than impressions, report finds


A brand's tally of Facebook "likes" may not be as important as the number of impressions its Facebook presence makes, according to a comScore report. Users are far more likely to encounter a brand via a mention on their news feed than to visit the brand's Facebook page, the report says. In the study, Starbucks generated 156 impressions on Facebook for every page view of its profile page, while Bing had 45 impressions for every page view, and Southwest Airlines had 42.

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