via Ad Age and Andrew Lipsam
clicks are often a poor measure of performance – particularly for brand advertisers – because focusing on the 0.1% of ads that are clicked ignores the impact of the other 99.9% of exposures.
In the entertainment vertical, we consistently find that desired behaviors such as watching trailers, visiting an official movie trailer or searching for the film’s title occur with much higher incidence among fans (4-10x) and friends of fans (2-5x) than the general population.
You should read this. Extremely well articulated argument in favor of the undefinable ROI associated with good social media campaigns. This effect increases in the entertainment, film and TV verticals.