The Ehrenberg-Bass Institute, an Australian marketing think tank, has found that only 1 per cent of a brand’s Facebook fans will actually engage with it, reports AdAge.It used Facebook’s “People Talking About This” metric, a running count of interactions that includes likes, posts, comments, tags, and shares to make its determination.
If 1 per cent engagement sounds way too small to make Facebook brand pages worthwhile, Karen Nelson-Feld, a senior research associate for Ehrenberg-Bass, reminds us that brand pages are still relatively young.
“People need to understand what it can do for a brand and what it can’t do,” she said. “Facebook doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”