Leveraging the social media paradox

It’s essential to maintain critical thinking and to consider contrary viewpoints when we use statistics, especially to understand social media. Numerous studies have tried to identify the “value of a Facebook fan” or the ROI of social media campaigns, but most studies measure ROI as the difference in consumption between fans and non-fans.

Thinking contrarily, we should consider that the more someone consumes a brand, the more likely they are to become a fan. Correlation doesn’t imply causation.