How Are We Measuring Social Media?
Macy’s president/CEO Terry Lundgren said today that there are more than 75,000 fans of his company’s Facebook page. But is that a fair number to use to judge its success?
It’s a huge number for a two-month-old group. But how many of the group’s members really are fans of Macy’s (you don’t need to qualify to join a group), and how is Macy’s using its Facebook page to engage its fans?
It looks like it’s working for Macy’s, in a way. Fans are showing their love for Macy’s on its wall, and Macy’s is using it to promote its Come Together cause to fight hunger. It seems to be using it to promote its events, but not using it for couponing or to engage customers.
But is Macy’s able to use its Facebook presence to drive traffic to Macys.com or to ultimately make the sale? That’s something that’s yet to be seen, and maybe it’s not the best use for Facebook.
What do you think?
