The common view that Facebook "likes" equate to brand engagement took a hit last month when the Ehrenberg-Bass Institute found that less than 1% of fans of the 200 biggest brands on Facebook actually engaged.
Their conclusion
was based on a six-week study of Facebook's People Talking About This metric, with researchers considering the number as a proportion of fan bases. Only 0.45% of fans engaged, if you subtract likes to
isolate for more meaningful activity, including shares and comments. This confirmed something many readers already suspected: Facebook fan bases and actual engagement aren't the same thing.
Even brands with passionate fans did little better: Nike, Old Spice, Harley-Davidson, Porsche, Ford Mustang, Jack Daniels and Tiffany
& Co. had an average engagement of 0.66%. The average engagement for the 10 brands with the largest fan bases was 0.36%.
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