A quick study of the behaviors of big brands’ Facebook fans vs. non-fans. Small sample (of brands) but the results are clear. The causality is not though (are these people loyal and buying more and therefore more likely to like the brand on Facebook? probably…).
Our empirical evidence supports this article’s claim, at least for Facebook Pages. What we see is that, all things being equal, Pages with fewer likes show much higher Engagement Rates (this is a metric we “created” which divides “Talking About This” by “Likes”; both data points being public for all Pages). It makes intuitive sense as the article goes on to show. Also, we like the tips at the end about how to create more engagement by segmenting the likes.
There are a lot of interesting findings in this article. It definitely showcases the importance of a presence on Facebook for most brands and the value of Facebook likes.
According to one study, the average Facebook user “likes” nine business pages. That seems like a lot of brands to want a “relationship” with, and clearly those fans aren’t looking for long-form content similar to what they might find on corporate blogs.
It’s been a while since we’ve seen a study about the value of a Facebook fan. This one, by SocialCode, says $10. Not surprisingly, as seen in the chart above, likers are much more engaged than non-likers.
What Facebook users like and why. Slightly surprising and a bit disappointing to see only 7% like a brand to pass the word on to their friends.
We’ve posted several of these “why Facebook users follow brands” charts before and the story seems to remain the same. But that doesn’t mean we shouldn’t beat that dead horse. After all, some social media marketers may need to jump on this bandwagon warmed with knowledge.
Our Facebook Page just passed the 1,000 follower mark. Not bad for a boutique social media marketing agency!
The Illusion of Choice
Excerpts from I Love Charts: The Book are now available on Amazon!
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