Brand communication strategy efficiency on Facebook. Assessment of five Spanish brands: Cola-Cao, Desigual, Estrella Damm, Tous y TMB.

Abstract

The results obtained from a company's social networks presence are mainly established by marketing metrics. Their results can appear in the annual reports, but it is impossible to include them in the accounts. The companies invest in resources that provide them an economic and financial measurable benefit. The Facebook presence economic measurement will confirm the real dimension of need for them. At this point, the main objectives of this investigation, which are focalized on Facebook, the social network with the greatest number of users globally, are: demonstrating the economic performance existence derived from the presence in the selected social network, providing a general application calculation procedure, demonstrating the relationship between the implementation of a communication strategy on Facebook and the economic results obtained with it, and finally, to set a model to calculate the resource financial value, the result of which can be included in the company accounts or used in the brand evaluation.