Facebook fan pages are effective tools for generating awareness on the social network and engaging brand loyalists. However, the number of consumers who pay attention to what companies post is relatively small, according to new data provided to All Facebook from Facebook analytics company PageLever.
Brands with smaller fan counts have higher engagement rates than those with more followers. As PageLever's data suggests, companies with 1,000 and 10,000 fans have an engagement rate of 9.38 percent. Businesses with more than 1 million enthusiasts have a lesser 2.79 percent viewership rate.
The data suggest that brands should be concerned with more than simply generating high fan counts or writing dozens of posts daily. Rather, the old “quality over quantity” adage seems to be the best approach, necessitating that companies develop a sound social media content strategy targeted toward engaging relevant brand supporters rather than the general masses in general.
As Brafton reported earlier, comScore data show that more than 714 million unique consumers visited Facebook during the month of May. The growing number of prospects visiting the social network highlights the importance of Facebook to online marketing initiatives.
