Exposure to earned and paid media on Facebook can change consumer purchase behavior, comScore's latest white paper, The Power Of Like,' finds.

People that were exposed to Starbucks, fans and friends of fans translated to a lift in offline purchase says comScore's Media Evagelist, Eli Goodman, in this video interview with Beet.TV

As a platform that accounts for one in every seven minutes spent online, marketers are striving to decipher how far a 'like' can really go, when it comes to driving profit.

comScore's latest research suggests that a brand should focus its Facebook marketing campaigns  on three dimesions: fan reach — constituting exposure in the News Feed, engagement, which refers to fans directly interacting with brand page marketing content  and amplification, that results in content reaching fans and their friends.

Nitya Rajan