Industry Research : 82% of Facebook Pages Make Less Than 5 Posts a Month
London, March 14 2012 -- Independent research of 1.7 million Facebook Pages, categorized across Business, Personal Brands and Interest Groups reveals that 82% of Facebook company and brand Pages issue less than 5 update posts per month - hugely underutilising the platform and falling short of fully engaging fans. The research conducted by Recommend.ly is believed to be the largest ever independent analysis of Facebook Pages.
The 1.7 million sample represents 4.59% of the total number of Pages disclosed in Facebook’s IPO document, and captured 454 million data points ranging from: 10 billion fans; 303 million ‘likes’; 57 million posts; and 94 million comments. (see Editor’s Notes) (source: Facebook 2011)
As strong advocates of Facebook for business, Recommend.ly conducted the research to understand Facebook Page usage, profile of users, behavioural patterns and engagement metrics, prior to launching its web-based Facebook Page management and productivity solution. The Research confirmed that Businesses are failing to optimise fan engagement and interactions, due to a lack of basic platform familiarity and fan/Page analytics.
Venkata Ramana, CEO, Recommend.ly commented: "We recognise Facebook as the online marketing forerunner and with Timeline, Facebook is clearly pushing Pages to become more social! Critically, Businesses are stumbling at the starting blocks. Failing to share the right type of content at the right time; respond adequately to fans; participate in conversations; and understand engagement metrics. At Recommend.ly, we’ve developed a customised Facebook Page management solution that drives Page performance via daily recommendations, actionable within the tool. Recommend.ly does all the learning and is able to dynamically provide the Page owner with a simple list of ‘things-to-do’ each day. This makes Page management a simple 10-minute affair."
Engagement measured by People Talking About This (PTAT): Businesses get the least engagement on Facebook
- Politicians get the highest PTAT score across all categories
Personal Brands consistently score higher on PTAT versus Business
Posting Habits: Businesses make the fewest posts compared to all other Page categories
- 82% of all Facebook Pages have fewer than 5 posts a month, Local Business Pages have the fewest
Local Business Pages average 15 posts per month, the lowest of all categories
Personal Brand Pages have 180% more posts than Business Pages
Business Pages carried the least number of user-initiated posts
Personal Brand Pages have 3 times the number of user-generated posts on their Pages
Politicians post more than 2 updates per day on average and also get the highest PTAT for their Pages
Participation: Businesses spend less time participating in fan commentary
- Local Businesses do not participate in 94% of conversations on their Pages
91% of conversations on Company Pages are left unattended
Spa Pages score the highest on fan participation with only 83% Page posts left unattended
Today's Tip of the Day - Keep Cost In Perspective
Published: Monday, March 12, 2012
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