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.ReTweet