Social Media Analytics Blog

Facebook Still Dominating Brands’ Social Media Strategies

After we received great feedback on our Instagram study in which we were able to identify that interaction rates are up to ten times higher than on Facebook, we wanted to reveal which networks seem to be relevant for companies and brands all over the world. In this analysis, we looked at how over 50,000 quintly users use the platform to track their social media presences. The study is split into 15 countries, as we identified variations between different regions.

The analysis does not only reveal the business-related relevance for a social network specifically in each country but also the eagerness analyzing it, which is one step beyond interest and relevance. Using these numbers as a foundation, we can assume which networks are relevant for marketers and which are not highly relevant for social strategies in companies. This may have many factors such as a lack of reach or (still) low relevance for businesses.

Interesting differences are noticeable, for example, that Facebook is tracked the most in France, whereas 30 percentage points less track the mother of all networks in Indonesia. In the Southeast-Asian island state, Instagram seems to be a “big thing” with 18% (Average 10%). In Argentina, just Facebook and Twitter seem to be important for the analyzed companies.

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By visualizing the table in the following chart, it gets clear that companies rely heavily on Facebook and perhaps too little on Instagram, especially considering the high interaction rates on the photo-sharing platform. Thus, brands might miss opportunities in reaching their target audience when focussing on one network, which is Facebook. The potential of visual marketing with pictures or videos is highly controversial but does not seem to be utilized by the majority. As a recent article on Harvard Business Review explains, multi-channel strategies can leverage many possibilities for companies, but have to be chosen wisely. (more…)


Facebook Adjusts Total Fan Count Metric – Up to 4% loss for fanpages

Beginning from the 15th March, Facebook fan page admins claimed a loss of fans and were unsure of the reason for the decreasing number. As a result of Facebook users who did not know an answer, many presumptions started to spread in the social web trying to find an answer to the sudden changes.

The answer: Facebook changed the metric for the “total like count”

As we were eager to answer the question of who was influenced to a larger scale, we analyzed Facebook pages separated into two size groups. First, pages above one million likes and those, which have less than one million.

With the new metric adjustment Facebook does not count inactive accounts anymore and stopped including manually deleted profiles in the total fan count. Through this adjustment fan pages with more than 1 Million fans lost more than 4% on average. Pages that have less than 1 Million likes lost slightly less likes and their total fan count decreased by almost 3% on average. As seen in the screenshot below the negative trend for smaller pages continues at the moment. These effects might persist for a while longer, but the “Fan Change Rate” will likely stabilize soon.

Pages with less than 1 Million likes lost almost 3% of their likes, for now

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[Infographic] – Average Facebook Page Performance February 2015

The average Facebook Page Performance Infographic for February 2015 is out now. To make our infographic relevant for every social media marketer we split our analysis in six different sized page groups.

We found out that the “Average Number of Facebook Fans” have become more stable, but still growing, compared to our analysis in September 2014. Through KPI’s such as Interaction rate and Number of User Posts we can see that the average user is more likely to engage with Facebook Fan pages compared to five months ago.

We split the infographic into a few sections showing different metrics ranging from pure fan numbers to posting behaviour and number of interactions:

 

  • Average Number of Facebook Fans
  • Likes, Comments and Share Distribution on own Facebook Posts
  • Interaction Rate
  • Avg. Number of Interactions per own post vs. People Talking About This
  • Number of Page Posts
  • Number of User Posts

How long will this trend continue? Let’s see what our analysis will show next month. Stay in touch with us on Twitter!

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Current Status – Facebook Metric Change

Facebook changed its “Total Fan Count Metric” in the last days. We started analyzing the effect on Fanpages. We split our analysis in two size groups. First, pages with less than one million likes and those which have more than one million likes. Until today, the effect was that smaller pages lost on average 1.593%  of their fans beginning from the 12th March and big pages claimed a loss of 0.649%. The metric change might continue its effect on the like count, where we will provide the analysis on this blog. So, stay tuned!

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