An interesting new study from Admap looks at the level of engagement fans have on the Facebook pages of 200 brands. It’s not that much. An average of only 0.50% of fans interacted with the brands on Facebook in a given week. Admap used Facebook’s “talking about this” stat to determine these engagement benchmarks. (This metric shows the number of people interacting with the brand as a percentage of their total fans)
You may thinking that this is an average and a handful of companies are weighing it down. It’s not really the case. Few do much better. 10% of the brands had engagement levels of 1% or more, and only one company out of the 200 in the study had engagement levels over 2%.
Product categories didn’t make much of a difference. On the high end, car brands had engagement rates of 0.98%, followed by alcohol brands at 0.85%. The categories with the lowest engagement were finance/insurance at 0.17% and retailers at 0.20%.
There wasn’t much difference in what the researchers considered to be passion brands. 11 passion brands were identified form the sample and only 6 of them averaged higher engagement. Tiffany & Co. led the group with 1.14% . Luis Vuitton and Ferrari were in the 0.95% range. Even the brand most people think of first when discussing passion brands, Harley Davidson, fell below the industry average.
We’ve always said that “Likes” are not a measure of social media marketing success. This is part of the reason why. They aren’t a reflection on sales and they don’t represent high levels of engagement either. Many marketers put their Facebook URL in their TV ads and driving Likes is the primary focus of their social media strategy. But they aren’t doing enough to activate conversations, especially the meaningful ones that inspire others to get involved. These are the conversations that attract others, spread across the web and influence the opinions and purchases actions of many others. If there isn’t much meaningful social participation on your brand’s Facebook page, it isn’t much more than another brand website.
For a great example of Facebook fan engagement, take a look at what BzzAgent Jono is doing on our Facebook page. This page currently averages a 6-7% overall engagement week over week – 12 times the industry average. Individual posts often hit 20% to 25% levels. That’s how to get your bzz on.
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Buzzing rocks so it’s no wonder we are so active. Thanks for the great opportunity to have our opinions heard and share cool new products with our friends.
Bzzagent seems to cater more towards the comsumers of products their help sample. this way more people are willing to engage and share their thoughts. In this economy its not surprizing that people want to try out products before they spend their hard earned cash on something that might not work. Bzzagent had started something new that will not only help themselves but will evolve and continue to make brands better and grow.
I actually reactivated my facebook account because of being a BzzAgent. I thought I could engage more people more effectively through Facebook
Love being a bzzagent, love trying things 1st before i buy and love sharing stuff i like
BzzAgent Jono Facebook page is where you will find the true opinions of the BzzAgents that have tried new products. I always as a BzzAgent myself read the true opinions of the other Bzzagents to save when I go shopping and get my money’s worth of good products.
Love being an BzzAgent. Word of mouth is always the best publicity and by allowing people to “try before they buy” you make them feel better about their purchases.
Word of mouth is the best way to share! Facebook makes that so easy. I feel it’s the best way to reach many you might not talk to on a weekly basis. Thank you BzzAgent for the opportunity.
Being a BzzAgent is fun! Testing and share products is fun, but, what makes BzzAgent work is that there is a feeling of community and a sense of belonging. BzzAgent on FaceBook is not just a page to be liked, it’s a community to be involved in
I love being a bzzagent!! I tell all my friends and family about it all the time. It’s great to try products out and share our honest opinion with others.
ohhhh I have definitely brought some new agents into bzzagent. and I get a lot of responds about them. and to be able to let them know about new products is helpful for those considering buying the product I buzz about. nothing but buzzagent love!!!!!
I love Bzzing!!! I worked retail for 25 years and love to talk about a product! I like being knowledgable (sp?) and and enjoy the fact that friends and family ask my opinion on many items…not to mention the free items and coupons I get to keep and give away. :}
Love this. Wish I could get on a campaign but I understand timing! LOL Still love it
well i have’nt started getting my bzz kit yet but i can’t wait to i excited for it to get here so i can to start sharing with every one that is just as excited cause i read all these post that put on here and my freind keep’s asking me if i have received it yet and i have’nt she keep’s telling me oh yourll be happy when you do so i’m waiting
Trying new products and having social media like facebook to talk about these products is great. You are able to express your feelings when you want and also have the choice to read a little or a lot about the things you choose. Bzzagent is a cool way to be apart of new product testing. I love trying and telling about products. Facebook also lets many companies get samples out and see what consumers think.