Improving return on investment and measurement on Facebook

Kizzy Lilburne, Senior Brand Manager, Kettle Foods

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Abstract: The role of social media is changing, not only as consumer trends rapidly shape and as social networks truly start to understand their value, but also as marketers become more demanding of social media channels. No longer are social media platforms simply a place for brands to interact with their fans and try to increase brand love in the process. Today’s brands are demanding return on investment and an immediate payback. This paper shares four big lessons on how to make Facebook content pay back, in both the short term and long term.


Keywords: ROI, Facebook, reach, effectiveness, return, investment


Kizzy Lilburne is Senior Brand Manager at Kettle Foods. Previously, she was a brand manager at Diageo, owners of Guinness, Gordon’s Gin, Bell’s Whisky, Captain Morgan and a large number of other premium spirits brands. For two years, she managed social media for the world’s biggest spirit brand, Smirnoff, and was included on The Drum’s ‘top 50 under 30’ list for her role in shaping strategy for the brand’s social media sites and leading Diageo’s Europe-wide relationship with Facebook.

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