Corporate Eye

Which Brands are Engaging Fans on Facebook Pages?

A new study of over 200 million Facebook page fans conducted by Visibli reveals some interesting findings about how well brands are engaging consumers on the most popular social networking site.

Some of the highlights from the study tell us:

  • Audi Facebook Page fans are highly engaged. The only other brand to rank in the top 5 Facebook pages with a minimum of 100,000 “likes” ranked by Visibli is American Airlines. See the chart below for details.
  • Celebrity Facebook pages are the most active and their audiences are the most engaged. In fact, engagement increases as celebrity Facebook pages grow. The exact opposite is true of brand Facebook pages.
  • Celebrity Facebook pages get twice as many “likes” as brand and media organization Facebook pages get.
  • Media organizations get 2 and a half times as many comments on their Facebook pages than celebrities get and 5 times more than brands get.
  • Half of the “likes” on posts published on Facebook pages happen within the first hour and 20 minutes after the post is published. 80% happen within the first seven hours and 95% happen within the first 22 hours after the post is published.

What can brands learn from this study? First, media organizations are doing a better job of encouraging Facebook page fans to publish comments and join the conversation than brands are. Furthermore, Audi and American Airlines are two branded Facebook pages to review and determine how you can implement similar strategies into your own brand Facebook pages to boost engagement.  Finally, it’s easy to spend less time on your brand’s Facebook page as the audience gets bigger and bigger simply because you’re no longer publishing and interacting in an effort to build your fan base. However, you can’t let your Facebook activities slide just because your audience is growing organically. The online audience is fickle. If you’re not providing fresh and interesting content and conversations, they’ll replace your brand with another in the blink of an eye. Don’t let them get away.

Getting fans to like your Facebook page is only the first step. Once you have them listening, you have to give them meaningful information that they’ll want to share and talk about. That’s how Facebook pages become a successful indirect marketing tool and can help build your brand, business and bottom-line.

What do you think? Leave a comment and share your thoughts about brand Facebook page engagement.

Image: Visibli

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
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