Buddy Media has released the results of a study they conducted in November to measure user engagement with Black Friday and Cyber Monday for top brands on Facebook. http://www.buddymedia.com/newsroom/2011/11/data-%E2%80%9Ccoupon%E2%80%9D-most-engaging-keyword-on-facebook-for-cyber-monday-black-friday-posts/ User engagement was arrived at using 3 metrics: number of likes, number of comments and the third metric being likes and comments, all 3 relative to the number of fans. Some of the results are not that surprising; user engagement on Thanksgiving Day was 31% higher than average, the term coupon resulted in twice as much user engagement than any other similar term (deal, discount, offer, sale, etc).
However, Buddy Media’s analysis does reveal a couple of interesting points. Brands preferred updating their status by incorporating photos, video usage was the least popular, updates with links and plain text status updates, ranked 2nd and 3rd respectively. Although plain text updates were a less popular format for brands, user engagement was significantly higher with this type of update. Generally, we tend to think that one of the benefits of Facebook is that it simplifies the sharing of diverse types of media on one platform, making simple text posts scarcer. However, according to this data this may not be the best approach to engage customers.
The other interesting result from this report is that brands posted a lot less about Cyber Monday than they did about Black Friday. One would think that a large number of Facebook users are already significantly engaged with online activities that they would be perfect targets for Cyber Monday shopping. However, it turns out that users actually engaged more with Black Friday posts than with Cyber Monday posts. Although, the methodology used to generate this data may not be the most exact, thus negating any conclusions that may arise from it, one may perhaps conclude that Facebook users may not be as engaged with all aspects of online activities as one would think.
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