I follow several different team fan pages on Facebook, both for personal interest and to see what different tactics teams are taking with their social media marketing. Yesterday during the course of my usual Facebook usage, I noticed the automatic “Become a Fan” suggestion that you see on the right. Because I am a fan of the Philadelphia Flyers, Facebook thinks I should also be a fan of Wawa.
You may ask what’s so special about this, but in case you didn’t know, Wawa is a very big sponsor of the Philadelphia Flyers. This got me thinking – how great would it be for integrated property/sponsor social media efforts to be aware of certain sponsor relationships and be able to cross-promote each other in such a natural way through Facebook’s standard interface? Maybe this is actually an instance of it already happening!
In this specific case, the more likely scenario is that there is a very high index between fans of the Flyers and “fans” of Wawa (Wawa is HUGE in the Philadelphia and South Jersey region). Facebook is simply recognizing the overlap and making a suggestion that is statistically logical. Of course, that statistical logic is further support for the team/sponsor relationship that the two entities have.
With the power that Facebook has to collect and instantly analyze large amounts of consumer data, I wouldn’t be surprised if we start seeing new measurements like the “Facebook Index” that supplement the current standard consumer research data that a company like Scarborough Research provides.