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82% of Facebook pages make less than 5 posts a month

82% of Facebook pages make less than 5 posts a month
Tuesday March 20 2012

Independent research of 1.7 million Facebook Pages, categorized across Business, Personal Brands and Interest Groups 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 is believed to be the largest ever independent analysis of Facebook Pages. The 1.7 million sample represents 4.59% of the total number of Pages disclosed in Facebook’s IPO document, and captured 454 million data points ranging from: 10 billion fans; 303 million ‘likes’; 57 million posts; and 94 million comments.

As strong advocates of Facebook for business, Recommend.ly conducted the research to understand Facebook Page usage, profile of users, behavioural patterns and engagement metrics, prior to launching its web-based Facebook Page management and productivity solution. The Research confirmed that Businesses are failing to optimise fan engagement and interactions, due to a lack of basic platform familiarity and fan/Page analytics.

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.”


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

Tagged as: facebook

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