Armando Liussi


Sunday, October 11th, 2009

Burgernomics is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries. Thus in the long run, the exchange rate between two countries should move towards the rate that equalises the prices of an identical basket of goods and services in each country. Our “basket” is a McDonald’s Big Mac, which is produced in about 120 countries. The Big Mac PPP is the exchange rate that would mean hamburgers cost the same in America as abroad. Comparing actual exchange rates with PPPs indicates whether a currency is under- or overvalued.

Since late 2006, began to sharply rise the iPod index – whose framework defines how many work hours are needed to afford an iPod Nano, by the inhabitants of a city . But salary policies about iPodnomics would demand another post.


So, playing with words I arrived to “Facebooknomics”, perhaps as a synthesis of social networks monetization, caming from the state scope to the enterprises one. That way, the production of one Facebook action would be valued theoretically equally as in Sweden, in Mexico or India. As we talk about companies and states should not compare the rates between companies, in which higher FB rates would indicate a greater digital perception, highly influencing on the spontaneous recognition (TOMA, top of mind awareness).

Of course, this Facebook basket betrays his absences. Just as the Big Mac one miss it own, a full-2.0-basket should posses corporate blogs, professional as industries networks, and of course all social-media marketing (SMO, Social Media Optimization) from Facebook until Twitter, not forgetting the inetrnal workforce, dealing with corporate intranets.

However, while corporate communication is planned from the Board, digital performance in Spanish companies seem to suffer from factors such as lack of planning, positioning, optimization and measurable objectives (1). And this digital communication execution “from the company” usually ends with a simple website development, while forget all social-media impact.

Thus, remains a vast wilderness communication area, where individual participation becomes external and alien to the corporate message, whether it’s for wanting to exercise control over productivity (forgetting the digital world) or lack of comprehension and manage of these resources, companies loose their inside Facebook-production, resigning its strategic profile. So, the corporation forgets the communication potential of the media for the company which results in individual actions, orphans of a brand.

A cold, raw and full of sauce Big Mac is too indigestible; both as a network unattended.

If you liked this article ...
Laboratorio de redes sociales
The Big Mac index
The iPod index

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