Just over 1 percent of fans of the biggest brands on Facebook are actually engaging with the brands, according to a study from market research firm Ehrenberg-Bass Institute.
The researchers took the overall fan growth of the top 200 brands on Facebook over a six-week period last year and found the percentage of People Talking About This compared to the overall number of fans was just 1.3 percent. If you subtract new Likes, and isolate for more engaged forms of interaction, you’re left with just 0.45 percent of fans. In other words, less than half a percent of people who Like a given brand’s Facebook Page actually bother to engage with it.
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