— blending the mix

Facebook just isn’t working for brands

You probably don’t need me to tell you that the use of any social media channel needs to be considered carefully – and by that I don’t just mean “should you, shouldn’t you”, I mean “what are you trying to get out of it”.

Anybody can (and frequently does) create a Facebook Page, gain some kind of traction through a promotion, then things stutter. Or, perhaps they’ve launched an app, enjoyed a massive spike in interest and then back to normality. But what about every day in between? Factor in weekends, evenings or even holiday periods and you have a tough time getting people engaged.

But is it right to blame the agency or community manager for failures to grow user bases and engagement? What if fans are simply interested in what they can get OUT of the Page AND THAT IS IT?

If the loosest of all reasons a brand should be on Facebook is to increase audience engagement – then the figures uncovered by conversation monitoring and insights company here in the UK, Market Sentinel are a worrying sight.

Research provided by their Skyttle Friends (Facebook Page analysis) tool shows that even the mega-celebrities are struggling to engage fans in anything like the volumes you would expect from such significant fan bases – so what chance do brands with less than 30,000 have for example. And note, that there is not ONE brand in this top 20 list.

The KEY statistic here is the tiny number of CORE fans each Page has, or rather does NOT have. It effectively tells us how many fans interact more than the Page average (which is generally once). As such, in most cases, engagement levels are so low, an individual only needs to interact with the Page a couple of times to interact more then almost 99.99% of the whole fans base.

So, if the goal of your Facebook efforts is to increase engagement and you are not looking at these figures, you are failing on a MASSIVE scale.

Don’t forget too, that with the way Edgerank works, if people don’t interact with your Page regularly, you disappear off their walls. Bad times.

nb. To calculate the core fan count, the average number of posts-per-contributing fan is calculated. This number ranges from 1.14 for Bob Marley to 2.03 for Bob Marley. Any fan whose comment count is higher than the average is a “core fan”.
 

So what are YOU going to do to get people coming back for more?

 

10 comments
  1. […] fascinating study by Market Sentinel on fan engagement on Facebook showed that despite huge numbers of fans liking pages, only around […]

  2. Nick Knuppe says: September 19, 20112:26 pm

    Facebook just isn’t working for brands | blending the mix http://t.co/3cJrB8RK < very important read this

  3. desbest says: September 20, 20118:48 am

    That’s because internet marketers are using social media without actually understanding it. Traditional forms of advertising works by getting as many eyeballs to look at an advert as once. Television, radio, print, web banners; all work on that basis. The problem is that internet marketers try to apply that basis to Facebook and it doesn’t work.

    As you can tell from the countless brands asking you to Like them on Facebook, all they want is another avenue to continuously spam their product. Unfortunately that doesn’t work on Facebook. That’s how Pages get unliked or become unsuccessful.

    Lots of retail stores and brands think they can use Facebook to get more customers. The sad fact is that it doesn’t work, and that social media instead helps them to build relationships with the customers they already have.

    “Getting people to like and follow your retail store or anything sold in a supermarket, won’t result in more sales for that business.”

    I have a Facebook for a music discovery and promotion website I run. I have very high engagement at 391 and 150 members. I have people posting on my wall telling me how they think they can improve my website, and replies to my wall posts. Why? Because I don’t advertise my website on my Facebook page wall posts.

  4. […] Crucially, you must now consider how your brand can be social. And being social is not, as we discovered last week, about simply using old message techniques on new platforms. It is about behaving in new ways and […]

  5. […] Crucially, you must now consider how your brand can be social. And being social is not, as we discovered last week, about simply using old message techniques on new platforms. It is about behaving in new ways and […]

  6. […] fine campagna promozionale. E anche all’interno del più “apprezzato” pagine fan, impegno è abissale . Di 41,5 milioni di Eminem fan, solo 575 impegnarsi attivamente con la […]

  7. […] "unlike" them soon after a promotional campaign ends. And even within the most "liked" fan pages, user engagement is abysmal. Of Eminem's 41.5 million fans, only 575 actively engage with the […]

  8. […] "unlike" them soon after a promotional campaign ends. And even within the most "liked" fan pages, user engagement is abysmal. Of Eminem's 41.5 million fans, only 575 actively engage with the […]

  9. […] soon after a promotional campaign ends. And even within the most “liked” fan pages, user engagement is abysmal. Of Eminem’s 41.5 million fans, only 575 actively engage with the […]

  10. […] "unlike" them soon after a promotional campaign ends. And even within the most "liked" fan pages, user engagement is abysmal. Of Eminem's 41.5 million fans, only 575 actively engage with the […]

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