Fans of Facebook fan pages
I’ve been on Facebook for quite some time now and I often find myself wondering which brands are getting results out of.
I can”t recollect ever seeing an ad worth clicking on. Yet they’re supposed to be very highly targeted.
Facebook is, I think, a seriously missed opportunity for brands.
Sure there are plenty of ads, groups and fan pages. But really is there anything on Facebook (outside of the Burger King sacrifice) that you’d consider a major success?
Nope. Didn’t think so.
One area where many brands dabble is the fan page.
And why wouldn’t they be? They really easy to set up. In fact a child could do it in about a minute I reckon.
But are fan pages actually delivering any kind of value to brands?
I thought they were but it seems I might be mistaken. According to recent research by Sysomos fan pages are not always as popular as some brands might expect.
Their research looked at 600,000 Facebook fan pages and uncovered the following:
95% of pages have more than 10 fans
65% of pages have more than 100 fans
23% of pages have more than 1,000 fans
4% of pages have more than 10,000 fans
I’m not completely sure what to make of those numbers to be honest. But I’m sure you’d agree that 10,000 or more fans for a major brand is a good number.
The fact that only 4% of fan pages have that many fans is very disappointing though.
Labels: brands, facebook, social media
posted by Stan Lee at 6:43 am
7 Comments:
Personally I think facebook works really well for smaller markets and competitors. Since they can target so directly they can use the advertising to hit their niche markets accurately.
For a japanese cultural event group I work for we've had a lot of success with our fan pages without doing anything really that special at all. The ads do work really well for us though with some of our specific adds reaching a click % of roughly up to 5 which is pretty awesome for internet advertising.
Personally I have found adds that I liked too. What i believe it falls to if you haven't found any adds that interest you odds are you may not have filled out your interests field as wide as full as you could.
I've set up and run Facebook pages for a major magazine publisher - and now for Absolute Radio in the UK.
The benefit for us is being able to communicate with people who aren't necessarily daily visitors to our own website, and to be able to build community which then feeds into what we're doing on our various properties.
For several recent projects, Facebook has been a sizeable source of traffic - despite the fact that the pages we have are still relatively new and we're letting them grow organically at the moment, so they currently have less than 10,000 users.
But what's interesting is the percentage of those users who find some value in what we're doing...
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Agree on the simplicity of fan pages but a major draw back is the low number of people who return to that page once they have become a fan. A brand with 1,000 fans that gives people a reson to go back is better than a brand with 10,000 followers and no return visits. The setting up is the easy part!
Thanks for your thoughts everyone. Seems to me that Facebook would work well for smaller/more intimate brands.
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