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Can Brands Maintain Engagement on Facebook?

9 Mai 2011 , Rédigé par Sandrine Publié dans #networkings

emarketer

“Likes” can go down as fan bases increase


Growing a base of Facebook fans is often a major objective for social media marketers. Whether through special offers available only to fans, the promise of exclusive content or simply through a compelling campaign that reaches already-loyal customers, marketers are building up their presence on Facebook pages and hoping consumers flock there as well.

But as fan bases grow, the danger increases that the larger community will be less close-knit and engaged than before. Link-sharing solutions provider Visibli analyzed Facebook pages with at least 100,000 “likes” and found that for brands and media organizations, pages with more fans received fewer “likes” on each individual post. Engagement went down as the number of people involved went up.

And overall, brands are behind both artists and media organizations when it comes to average number of “likes” and comments per post.

 

Average Number of "Likes" and Comments per Facebook Post, by Page Type, March 2011

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