Facebook Pages, being as popular as they have become today, get a great amount attention from digital marketers and marketing researchers alike. For many of the internet’s most popular brands and businesses, Facebook Pages have proven to be one of the most effective marketing tools that they currently use, and small businesses enjoy the practically free marketing that Pages offer. Essentially, opinions about Facebook Pages are high, and few people have complaints about their success with them. Now, a recent study is suggesting that Facebook Pages are not seeing that activity that people have thought they were. Along with this lack of activity, the study shows a few facts about Facebook that might hurt its reputation for some marketers.
The study comes from Recommend.ly, a company that provides tools and analytics in the line of social media. It takes a look at the entire picture of Facebook pages, and the results do not look as good as one would expect.
The most significant data it seems, comes from a table included in the report of the study’s findings, showing how many updates per month each type of business using Facebook Pages posts. In the category of 0 updates per month, we see that 70.1% of all Facebook Pages are almost entirely inactive. Another 8.2% only post about 1-5 updates per month. Although the majority is at zero, there are 18.6% of the total that post 6-99 updates per month on their Facebook Pages.
Here is a list of the Key Findings in the report:
About 2 out 3 Facebook Pages are inactive in some way:
- 63.9 per cent Pages have no cover photo
- 70.1 per cent Pages make 0 posts a month
- 83.4 per cent Pages never participated in conversations
- 50 per cent Pages have less than 300 fans
- Pages are found to be making lesser posts in October 2012 compared to March 2012. Average number of Page posts fell by 19 per cent since March.
- Engagement Rates of Page posts across categories have fallen since March by an average of 40 per cent
- 50-60 per cent of content on Pages is now visual content (photos or videos) compared to just 15-20 per cent in March
Overall, it seems that very little good news about Facebook Pages has come of the new report, and it shows that Pages may not be as great a choice as everyone seems to think. Sure, they come at no charge to marketers, but the results that are being seen and the amount of activity that actually takes place with them may make them not worthwhile.
Facebook Pages will continue to be used, of course, for regardless of the results of this study, there are some brands and companies that see some of their greatest success with Facebook. Also, these Pages would surely be much more successful is marketers were to put in more time and effort managing them. It is the fault of the Pages users that engagement is low and fans are few, as without much for Facebook users to look at in the way of updated activity, there is no reason to engage with the page.
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