Social Media Analytics Blog

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


[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!


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!

Online Appearance

Big Retailers – Big Engagement? Analyzing the Social Media Strategies of Ikea, Kohl’s & Co.

After we received great feedback on our last blogpost on NYT and their Instagram strategy, we wanted to enhance our understanding of more companies and their strategies in the social media landscape. The following analysis is digging deeper into the social media strategies of big retailers such as Target, Nordstrom, Macy’s, IKEA and Kohl’s. We looked into the content they are posting, the specific posting times and how they try to reach their target customers exactly. The findings are interesting for every marketer, as engagement rates prove an effective utilisation of social media. Fourteen retailers were analyzed and the top three, ranked by the highest engagement rate, are discussed here.

Facebook Top 3: Nordstrom, IKEA USA, West Elm


  •      Post Type Distribution: 97% photos, 3% videos
  •      96.58% like interaction, rest shares and comments
  •      Amazon, for example, has just 41% likes and higher amount of shares and comments
  •      One of the lowest percentages of shares on average of the analyzed 26 retailers
  •      Replying to almost all user inquiries within the first 2 hours of posting
  •      Posts here are noticeably short (2-12 words), with shortened links
  •      7155 link clicks on average on the last 20 posts
  •      19 pictures and 1 video
  •      Video engagement here is lower than the average
  •      No big differences in interaction based on day of the week

West Elm

  •      Longer posts than Nordstrom but still short with a word count up to 20 words
  •      Custom links included in every post
  •      Huge engagement spikes (57 likes 2 comments on a photo on 22nd February, 6000 likes, 102 comments one day later)
  •      Post time never before 7pm (GMT-5)
  •     Highest engagement on wednesdays


  •      Post Type Distribution: 72% links, 12% photos and 15% videos
  •      Likes and link clicks are depending on the specific post, resulting in peaks
  •      Links are not always implemented in the post with links
    • According to Facebook, including a link has a positive influence on the visibility in the user’s newsfeed
  •      Interaction per day very similar but lower on thursdays


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