Saturday, November 10, 2012

Facebook SuperFans

I came across an interesting study that found that only 6% of fans engage with a brand's Facebook page. The study looked at 50 brand pages over the course of eight weeks and measured their engagement.  The study found that the most valuable fans are a small group of heavily engaged "superfans." "The study found that, on average, the engagement of each one of a brand’s 20 most engaged fans is equal to that of 75 average fans. Each month, the so-called superfan likes 10 posts, shares five pieces of content and comments once. What’s more, these fans tend to get significantly more likes and comments on their posts than average fans, which helps drive up engagement on the brand’s page even more."  Interestingly, the study found the more fans a brand has the less likely they are to be engaged. "Brands with between 900,000 to 1 million fans had 60% less engagement than brands with 500,000-600,000 fans." (I wonder how we can reconcile this with the importance of collecting large fan bases now before it becomes even more difficult to reach people with whom you don't have a connection). That aside, the bottom line is that it's important to start measuring how engaged your fan base is because a large and active "superfan" base will push your brand's messages into more newsfeeds widening the reach of your social media.

Mashable's full article: http://mashable.com/2012/10/18/facebook-fan-engagement-2/ 

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