Independent research of 1.7 million Facebook Pages 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, the new innovative Facebook Page management tool giving SME and Enterprise Page admins never before available insights into the culture of their Fans is believed to be the largest independent research of Facebook Pages.
Research Highlights
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
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.”
Recommend.ly’s Page recommendations range from basic ‘housekeeping’ to more advanced Page enhancement techniques. For example, it can identify the most engaged and active fans; advise on the best time to post; identify the most powerful conversations to participate in; flag comments and posts that Page owners have left unanswered; identify what type of content gets the most response; and also track competitor activity to benchmark overall performance.
Methodology
The 1.7million sample represents 4.59%¥ of the number of Pages reported by Facebook in its IPO filing. The research was conducted on more than 450 million data points from: fan counts; likes; types of content posts; responses and engagement rates.
Source: www.Recommend.ly
