Not that businesses dont want to keep it all fresh and exciting. But the implication of these survey results is that they cant quite figure out how to make an impact that justifies the effort and expense required to do so.
It may also be that the lesson is sinking in about convergence and making strategy consistent across all channels and platforms. Except that they can not get everyone involved to agree on what that strategy should be, let alone how to implement it. Or it may just be that the early returns are kinda embarrassing. Who wants to admit - even to themselves - that they reached out, got relevant, made an effort - and were met with a yawning chasm of indifference?
But celebrities? Celebrities are hot, hot, hot! Despite their moods and damaged relationships and failings and eventual falls from attention, let alone grace, lots of people seem to be want to be their friends and twitter pals and receive the pearls of wisdom proffered.
All of which suggests that there is a lesson to be learned. Which is not, as some have suggested, that people want to be friended by their deodorant. But rather, that they want participate in something that is a part of their life, whether enjoyable or not, that has some meaning. And is fun. And is not always a sales pitch or promotion. None of which is all that hard to understand. Even if it is proving so difficult to accomplish. JL
David Moth reports in eConsultancy:
More than two-thirds (70.1%) of Facebook brand pages are updated less than once a month, according to a new study from Recommend.ly.
This is despite the fact that best practice suggests that brands need to post frequent updates in order to maintain engagement with their fans.In recent months Facebook has released a host of features such as the Timeline view, Offers, post scheduling and targeting, a redesigned ad network and Facebook Exchange to make its pages more attractive to businesses.
But the study of 5.7m Facebook Pages suggests that most businesses are still struggling to drive any real consumer engagement through the social network.
Among the different categories on Facebook, community pages are most likely to be inactive (79.3%), followed by company pages (73.5%).
Furthermore, celebrity pages have seen an increase in the average number of fans from 9,144 in March up to 11,713 in October, but business pages have seen a steep fall from 6,407 to 3,233 fans in the same period.
Engagement rates
As well as discovering that 85.3% of companies ignore conversations on their own pages, Recommend.ly found that engagement rates on brand pages has dropped by 8.5% since March.
It defines engagement as feedback given by fans on page posts in the form of comments, likes and shares.
On company pages, fan engagement on posts has dropped from 0.74% to 0.38%.
Looking at the type of content that is most appealing to fans, photos seem to get much higher engagement than other types.
Overall, visual content (photos and videos) generated 65% to 350% higher engagement than non-visual content across the different categories.
Facebook tried to sell the potential benefits of its advertising platform with a new study looking at how affluent people use social networks.
It identified five different user segments among Europe’s most affluent demographics and suggested that a large proportion of them are willing to engage with brands on Facebook.
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