Despite the fact that some major brands have pulled out of advertising on Facebook, a new report from comScore highlights the value that the social network can bring to retailers in terms of promotional efforts.

The report suggests most brands have an amplification ratio of 0.5 and 2.0, which means they are extending their reach by between 50 and 200 percent every month. This can grow even further when social media is used in conjunction with other paid media. Exposure to Premium Ads on Facebook may drive significant lifts for online and same-store sales as well.

"Social media continues to emerge as an important marketing channel and major brand marketers are devoting more time and attention to understanding its impact on consumers," said Andrew Lipsman, comScore vice president of industry analysis.

"While marketers understand the importance of a channel that now accounts for one in every seven minutes spent online, many are challenged to quantify its effectiveness," he added.

More than 800 million consumers are registered with Facebook, with upward of 200 million accessing the site from their mobile devices. Facebook reaches a significant portion of consumers, which makes it important to marketing initiatives.

This entry was posted by Retail Pro on Thursday, June 21st, 2012 at 11:07 am .