Late in July comScore released a press release using data from their Social Essentials measurement product along with internal Facebook metrics. I won’t break down the release in detail, but I pulled away two main things that I believe organizations need to keep in mind when working with Facebook.
How Brand Posts are Consumed
On average, only 16% of your brand’s Facebook Fans see your posts if you post 5 days of the week. Posting on consecutive days can increase this exposure, but it’s also important to understand what frequency your Fans will tolerate.
I don’t think there is any surprise there, but what did pique my interest was the statistic that states when a fan engages with your post (comments on it or Likes it) that an average of 81 of their friends will see that engagement. Based on that data, I would suggest to any organization that they aim to make the majority of their posts as interactive as possible. With every brand post you make, ask “How can I encourage my audience to Like and comment on this?” The time you spend on Facebook will be exponentially more effective if you master that art.
Fans & Friends of Fans
These two groups of Facebook users are far more likely to visit your website than non-fans. This may seem obvious, but the case study numbers from the press release are quite strong. For example, Starbucks Fans are 418% more likely to visit their website than regular internet users, with Friends of Fans 230% more likely.
On a more direct ROI note, Starbucks Fans tend to spend 8% more and transact 11% more frequently than regular internet users. If that holds true for the average brand creating Facebook Fans may be the early stages of creating new loyal customers. Of course there’s no doubt a chunk of those Facebook Fans were loyal customers before becoming Facebook Fans. None the less, that is a promising stat.