When we talk about a brand’s goals on Facebook, the most common answer is that getting this number or likes or that number of fans, but is it really what brands should aim for in social media? The actual goal of a certain campaign should be to create a fan base which would lead to something more concrete like selling a certain number of products. In this context it is good to understand what kind of fans would lead you to this goal and design your strategy accordingly.
Should a brand try to convert all its customers to fans?
According to recent data collected from top 40 brand pages, engagement rate of a brand can vary between 0,86%- 2,44%. Therefore, it is good to realize that it is not the number of fans that is important but actually how many of them are interacting with the brand. So, it matters that we acquire the number which we can actually engage and who are willing to get engaged with us.
To tackle this and cut short the race to the maximum number of fans Facebook has rung a wake up bell in form of a new metric called “People talking about”. This would specify the number of users interacting with the brand’s posts. The number can be seen on the brand pages below the number of likes on the left hand side of the page.
What does it measure?
This figure gives the number of people who have created a story from the brand’s post. These stories may include sharing, liking or commenting on the post, which could also be in form of an answer to a question or response to an event invite. The metric would record the activity within the last 7 days and can also be seen by page administrators in “Page Insights”.
What does it mean to the brand?
This is one metric which is available to the fans of the page and the friends of the fans to see, apart from the number of “Likes” on the page. With this metric, Facebook users get to see how engaging the content on the page is.
This metric can also be used by page admins to see their engagement rates and measure it against their competitor’s and see how they are performing.
Here is a list of top 40 brand pages and their engagement rate varies. It is interesting to note the number of fans they have and how many of them are actually engaging with the brand: