Facebook: Why is nobody listening?

by Urs E. Gattiker on 2012/02/05 · 87 comments 21,349 views

in e marketing 101 social media trendwatch,social media diary,white papers research,z most popular posts

Update 2012-02-08 – this original blog post has been cross-posted on “socialmediatoday – the world’s best thinkers on social media,” as well as “SmartData Collective – the world’s best thinkers on business intelligence and analytics.

Summary
One headline this week read, Procter & Gamble would lay off 1,600 after discovering that advertising on Facebook is free. But how many of your 2000 fans bother to take part in the conversationLess than half a percent. Learn from Red Bull, Coca-Cola and Nike! Or maybe NOT.

I just got back from another convention where an ad agency tried to convince the audience that Facebook was a fantastic way to improve your bottom line. Are you sceptical? So am I.

We can probably agree that if a company wants to use social media effectively, it must evaluate its current position with the help of a social media audit (Gattiker, 2012 – coming soon). Moreover, if you run a huge marketing campaign that implies customers are cool and have exciting lives, nobody cares about the brand, as evidenced by this Red Bull branding video.

YouTube Preview Image

1. Facebook engagement up to 0.90 percent

But the Red Bull video also suggests that we must audit how well you do with social media. For instance, a very small percentage of fans that Like your competitor’s Facebook page see the carefully crafted status updates. Accordingly, Facebook status updates are similar to broadcasting a message to an empty football stadiumimagine the Super Bowl without an audience.

In the Mercedes-Benz video below, people call for a cab and get picked up by a trailer truck. If you can afford the €200,000 to hire VonMatt to script the story and make the video, you might get 8000 views for the English version and 20,000 for the German one. The question is whether this is a flop. Measure for impact, anyone?

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Research, based on 400 million Facebook fans, indicates that only 3.5 to 7.49 percent see your status update (Parker, Brian, June 21, 2011). Also, just 0.25 to 0.90 percent interact with the status update.

To put this in email campaign terms, only 3 to 7 percent open it. Moreover, less than one percent click-through on one of the links you provide in your email newsletter. That sounds like a nightmare for any marketer.

Therefore, 50,000 Facebook fans (or email newsletter subscribers) represent just 3,750 active Facebook likes (or newsletter subscribers). The rest is deadweight, fake user accounts or robots who certainly are not potential clients.

Reference: Parker, Brian. (June 21, 2011). SHOCKER: 3% to 7.5% of fans see your page’s posts. [Blog post – All Facebook]. Retrieved January 25, 2012 from, http://www.allfacebook.com/shocker-3-to-7-5-of-fans-see-your-pages-posts-2011-06

Does this suggest that we are producing content that represents added value for the client?

A trip down memory lane…
Remember our ComMetrics 900-98-1.5-0.5 rule from 2010? It states that 900 out of every 1000 people do not even see your status update or tweet. Only 0.05 percent (1 person per 2,000 readers) engage by joining the conversation with a comment on your blog or Facebook page.

Want to get trends like this one first?  sign up for our newsletter – join over 5,000 followers who already subscribe.

Image - Coca Cola store - 1 of the top 3 brands on Facebook, but the transaction itself is concluded on Coca-Cola's website.

2. Facebook engagement drops to 0.45 percent

Just to wrap things up, let me ask you: how many fans actually bother to have a conversation with brands on Facebook? One metric we can look at is People Talking About This, the awkwardly-named running count of:

- likes,
- posts,
- comments,
- tags,
- shares and
- other ways a user of the social network can interact with branded pages.

A recent study used this metric as a proportion of overall fan growth of the top 200 brands on Facebook over a six-week period in October 2011.

Data revealed that the proportion of overall fans who were People Talking About This was 1.3 percent. But it gets worse: if one subtracts new likes, which only require a click (somewhat akin to TV ratings) and focuses on the forms that suggest greater interaction, one is left with only 0.45 percent.

Accordingly, less than half a percent of Facebook fans that identify themselves as ‘liking’ a brand actually bother to create any content with regard to it.

Reference: I would have liked to give you the reference for the above study from the Ehrenberg-Bass Institute for Marketing Science UniSA, but neither Dr. Nelson-Fields nor Professor Byron Sharp provided a draft or working paper. Do they understand how social media works or just pretend to? You be the judge!

Article source – Facebook: Why is nobody listening?

No one got anything else besides a short press release, but unless you can read a study about Facebook, Twitter or social media usage in full, how can you trust it? I explain this challenge for anyone who dislikes statistics here:

FREE ebook: Raise your hand if you hate research. ComMetrics eBook series #2011-01 (783 KB – pdf)

Image - tweet by @richmeyer - Truth about branding via social media #socialmedia http://twitpic.com/vwfz2

Bottom line – take-aways

We should conclude by listing three take-aways that this material provides. A company like Red Bull does not acquire 26 million fans without any engagement. However, 0.5 percent means only 13,000 actively engage and produce content from Red Bull’s offerings (okay, maybe 1.5 percent because it is cool, but that’s still less than 500,000 people). Do you really want to know how many full-time equivalent (FTE) personnel were required to create all this buzz?

  1. Brand growth requires reaching medium and light buyers. Facebook fans tend to be heavy buyers. While Facebook is a useful channel to reach them, it might not be the right place to engage potential and light or medium buyers.
  2. Searching for a Facebook audience may be futile. The research presented here shows that Facebook status updates are more like broadcasting news to an empty stadium. People want a freebie or to participate in a sweepstakes. But will they buy more product from you because they are a fan? No, your favorite butter need not apply.
  3. Engage with clients on your webpage or blog. If Unilever’s Magnum ice cream, Coca-Cola or Gillette find Facebook a great platform, good for them and even better for Facebook’s early-stage investors.
    Image - tweet by @ComMetrics Swiss PostBus - how traditional media and #socialmedia channels can work together & FAIL http://ad.vu/8z9t #metrics #marketingFacebook is the icing on the cake! Nonetheless, provide content that your target audience wants (the cake) on your homepage/blog.
    There are too many examples where companies have wasted resources on Facebook by ignoring the basics any good marketing strategy must encompass (e.g., Swiss Post Office).

PLUS, why would anybody spend money to attract Facebook fans? Fans are not known to purchase more product after clicking the Like button!

Are you with me on these trends? Please share your thoughts below (click to write)!

TL:DR
@ComMetrics 2012 marketing trendwatch – Facebook:  Why is nobody listening? | Tweet This

By the way, to answer the question why so many Facebook brand pages fail -
fans cannot keep up with all those status updates.
Yes, it will get worse and may never get better. OUCH!

TipSearch for more ComMetrics and CyTRAP sources on Facebook, marketing and branding (click to query).

More information about Facebook and social media – measure for impact
- What makes a baseline review effective?
ComMetrics social media cost classification model (see also 2011 trends: The social media cost-benefit pyramid)
- The social business maturity model
- Achieving better cost management
- Maintaining a high-quality Facebook page
- Setting up a Facebook fanpage
- Improving cost control of your Facebook activities
- Promote your brand on Facebook while staying on budget (watch another of our award-winning webinars and check out the slides)
- Measuring Facebook engagement: What is good?
- Measuring Facebook impact: Focus and ROI
- Measuring Facebook impact: 9 audience fundamentals
- Measuring Facebook engagement: Scoring the conversation
- Peter Kim – Is social media free?
- Going viral or selling product: ROI anyone?

By the way, when it comes to the Facebook IPO, investors may be paying for the world’s most over-priced photo-sharing, gaming and social networking site. What they do pay for is something old-fashioned: reach (or just eyeballs – many of them).

(See the papers filed by the company with the Securities and Exchange Commission (SEC) on February 1, 2012 – Facebook’s eighth birthday was on February 4, 2012) and Google’s 2004 IPO filing.)

What do YOU think?

  • http://twitter.com/cytrap/status/166064812646862848 CyTRAP

    Red Bull, Coca-Cola & Nike: Warum hört auf Facebook niemand zu? http://t.co/Bt3jcwna #IPO

  • http://twitter.com/wefdavos/status/166074571424927748 World Economic Forum

    #tips2follow – Facebook: Why is nobody listening?: How much do your Facebook page fans engage, … http://t.co/6h4vw2pQ – #metrics2watch

  • http://twitter.com/birdbathbuzz/status/166075234103996417 Chris Isaac

    Facebook: Why is nobody listening? http://t.co/XwBGQx2R

  • http://twitter.com/socialpuma/status/166079532787433472 Adam Puma

    Facebook: Why is nobody listening?: How much do your Facebook page fans engage, I mean really? Only 0.45 percent… http://t.co/HQvrTE0a

  • http://twitter.com/kushalshah02/status/166079539968098304 Kushal Shah

    Facebook: Why is nobody listening?: How much do your Facebook page fans engage, I mean really? Only 0.45 percent… http://t.co/YAOBsHB0

  • http://twitter.com/ninetyten/status/166079540785975296 NINETYTEN

    NinetyTen Facebook: Why is nobody listening?: How much do your Facebook page fans engage, I mean really? Only 0…. http://t.co/aH287p1B

  • http://twitter.com/web2updates/status/166079539347337216 Web 2.0 Updates

    Facebook: Why is nobody listening? http://t.co/ZaPkUtuL

  • http://twitter.com/na_tha_lie_/status/166079537564758016 Nathalie Matar

    Facebook: Why is nobody listening?: How much do your Facebook page fans engage, I mean really? Only 0.45 percent… http://t.co/dL0vxS1L

  • http://twitter.com/policiadetwit/status/166079538487496705 policia redes social

    Facebook: Why is nobody listening?: How much do your Facebook page fans engage, I mean really? Only 0.45 percent… http://t.co/prUWpYDQ

  • http://twitter.com/socialgorila/status/166079543411621888 GorilaGaring

    #SocialMediaToday Facebook: Why is nobody listening? http://t.co/lBdBfBTC

  • http://twitter.com/kevinkent/status/166080016562667520 Kevin Kent

    Good list of stats and references RT @socialmediastrg: Facebook: Why is nobody listening? http://t.co/iF0DuMA8

  • http://twitter.com/vinaykumar125/status/166080836330995712 Vinay Kumar

    Facebook: Why is nobody listening?: How much do your Facebook page fans engage, I mean really? Only 0.45 percent… http://t.co/CSCjz4sP

  • http://twitter.com/gurneelink/status/166087207172575232 Linked Local Gurnee

    Fred McMurray shared a link (http://t.co/Xz4MHcZC): Fred McMurray

    How much do your Fa… http://t.co/EMm1L3E3 #LLN #NEWS

  • http://twitter.com/cohesionmrktg/status/166090974018273281 Mel-Melissa-Redd #M3

    Facebook: Why is nobody listening? http://t.co/Dui2T5bD #LocalMobileSocial

  • http://twitter.com/cohesionmrktg/status/166090974018273281 Mel-Melissa-Redd #M3

    Facebook: Why is nobody listening? http://t.co/Dui2T5bD #LocalMobileSocial

  • http://twitter.com/wszsocial/status/166092245945167872 wanszezit

    Facebook: Why is nobody listening? http://t.co/v5Du5K0G

  • http://twitter.com/wszsocial/status/166092245945167872 wanszezit

    Facebook: Why is nobody listening? http://t.co/v5Du5K0G

  • http://twitter.com/buerobaron/status/166100703251664897 Rolando Baron

    RT @ComMetrics: Facebook: Why is nobody listening? #ComMetrics http://t.co/59RqGIRo

  • http://twitter.com/e_mhotep/status/166102013799702528 Kamal Bennani

    #Facebook: Why is nobody listening? ~ http://t.co/2M1wyEUl #sm #engagement

  • http://twitter.com/buerobaron Rolando Baron

    Interessanter Artikel mit einer geballten Ladung Fakten. Die Quintessenz: Anstatt mit irgendwelchen Medienkanälen rumzuspielen und von vermeintlichen Quicks-Wins zu träumen, beginnt endlich, an eurer Brand-Story zu arbeiten und eine echte, differenzierende und damit relevante Marken-identität aufzubauen. 

    Allerdings: Was ich hier als Sine-Qua-Non des Post-Advertising-Zeitalters beschreibe, hat Red-Bull schon (Identität), und gerade diese Marke zeigt exemplarisch, wie man es macht. Und wo ist der Link zu FB? Ganz einfach: Wer seine CI-Hausaufgaben gemacht hat, der hat auch Chancen auf FB…

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      @twitter-161315135:disqus I thank you for that comment.  Yes I agree plenty of information and as usual you make an important point. Red Bull already has an identity and a soul true BUT using a lot of money.  I always wonder if it also works with:

      1 – less money, and
      2 – not encouraging younger people do imitate these absolutely idiotic snowboarding stunts that are shown in their movie (see above) – unnecessarily endangering your life to get an adrenaline kick (what about ethics and corporate responsibility?

      What you think?
      PS. what does CI-Hausaufgaben stand for? Roland, can you spell it out please?

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      @twitter-161315135:disqus I thank you for that comment.  Yes I agree plenty of information and as usual you make an important point. Red Bull already has an identity and a soul true BUT using a lot of money.  I always wonder if it also works with:

      1 – less money, and
      2 – not encouraging younger people do imitate these absolutely idiotic snowboarding stunts that are shown in their movie (see above) – unnecessarily endangering your life to get an adrenaline kick (what about ethics and corporate responsibility?

      What you think?
      PS. what does CI-Hausaufgaben stand for? Roland, can you spell it out please?

  • http://twitter.com/rpicallo/status/166106334838800384 José M. Rodríguez

    Sólo entre el 3,5 y el 7,5% de los fans de una página de FB ven actualizaciones. Entre el 0,25 y el 0,90% interactúan http://t.co/E5T57GpA

  • http://twitter.com/miss_yvonne/status/166106530272382976 Yvonne Wang

    Facebook: Why is nobody listening? http://t.co/lzHIwmkt

  • http://twitter.com/garrinchadiego/status/166106696215834624 Diego Gardachal

    Sólo entre el 3,5 y el 7,5% de los fans de una página de FB ven actualizaciones. Entre el 0,25 y el 0,90% interactúan http://t.co/E5T57GpA

  • http://twitter.com/commetrics/status/166110030666547200 Urs E. Gattiker

    Thanks RT @buerobaron Facebook: Why is nobody listening? #ComMetrics Red Bull, Coca-Cola http://t.co/pA0pQ5RR #IPO

  • http://twitter.com/raulmacias/status/166128405597790209 Raúl Macías

    Sólo entre el 3,5 y el 7,5% de los fans de una página de FB ven actualizaciones. Entre el 0,25 y el 0,90% interactúan http://t.co/E5T57GpA

  • http://twitter.com/artarf/status/166131882440929280 Arthur Hooge

    RT @ComMetrics: Facebook: Why is nobody listening? #ComMetrics http://t.co/iuZj8hn3

  • http://twitter.com/mpalmermink/status/166140696951128064 Marcella Palmer

    RT @ComMetrics: Facebook: Why is nobody listening? #ComMetrics http://t.co/JhbLb4s4 #socialmedia #marketing #fb @ifvnews

  • http://twitter.com/data_nerd/status/166142285292122112 Carla Gentry CSPO

    Facebook: Why is nobody listening? @ComMetrics. http://t.co/X9UWrsso

  • http://twitter.com/haubentaucherat/status/166152480906948609 wolfgang kühnelt ✔

    RT @ComMetrics: Facebook: Why is nobody listening? #ComMetrics http://t.co/cs4CzQLG

  • http://twitter.com/oanabordas/status/166161471674396672 Crina Oana Bordas

    #Facebook: Why is nobody listening? http://t.co/fQ6p1LKU

  • http://twitter.com/wefdavos/status/166196187253321728 World Economic Forum

    RT @ComMetrics Facebook: Why is nobody listening? #ComMetrics Red Bull, Coca-Cola http://t.co/PWTLAwFx #IPO

  • Karen Dietz

    Fascinating post Urs. I wonder what the correlation is between social media and online communities like Ning, Plaxo, Xing, etc. I am curious to know if engagement in these online communities has similar stats in terms of sharing, participation on Facebook.

    I personally know several people who are wildly successful business-wise with Facebook.  But then they approach it like they would their large circle of friends — lots of good posts, comments, etc. but very personal. You know you are talking to a real person and not some ‘brand.’ 

    So I wonder if scale is also an issue — i.e. the bigger the company, the less the return because of the lack of an identifiable person.

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      @google-404476dcdb34523b292000898f0986c1:disqus thanks so much for leaving this post.
      I cannot say much about Ning, although it is quite similar to Xing or LinkedIn in that we can discuss issues in groups. But In many cases, people broadcast and do not want to reply, do they.  Some bloggers do not reply or reply very late.  
      In discussion groups, even on Monster or LinkedIn quite often people’s posts do not get replied to as shown here:

      Xing example: http://www.flickr.com/photos/measure-for-impact/6105729213
      Philips group on LinkedIn: http://www.flickr.com/photos/measure-for-impact/6170495976
      Blogger answering late: http://www.flickr.com/photos/measure-for-impact/6144250565

      I think also you are making a very important point, being personable.  Wildly successful on Facebook as a person is possible but depends upon what you sell.  Maybe ‘live happy’ seminars will sell but not B2B.  Nevertheless, the larger the operation the less personal it might be and that reduces its attractiveness for many except getting a discount coupon maybe.

      I wish we had numbers from LinkedIn or Xing but I am not aware of any at this stage and it might be hard to measure unless we define first what we are trying to measure. :-)

      @kdietz:twitter Thanks for sharing your insights, as usual very helpful.

  • http://twitter.com/neenz/status/166342949716754432 L.P. NEENZ FALEAFINE

    #socialmedia Facebook: why is nobody listening? http://t.co/qQvLO3OG

  • http://twitter.com/walleene/status/166439101971705856 Susanne Ullrich

    Interesting blog post: Facebook: why is nobody listening?: http://t.co/u3V8RL6S

  • Sebastian

    On the Red Bull thing, isn’t .5 percent of 26m 130k?

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      Dear @88770fc4794d22757e6e295d68ce8648:disqus Thank you so much for finding this error.  I corrected it to 130,000 and also corrected the other number to < 500,000 – no idea how this happened.  I am grateful. Merci.

      I wanted to share you some more information about this engagement thing if I may :-)
      In a section titled “How We Create Value for Advertisers and Marketers,” (See the papers filed by the company with the Securities and Exchange Commission (SEC) on February 1, 2012) the social network recounts a case study involving Secret, P&G’s deodorant for women.

      The campaign revolved around a Facebook page titled “Mean Stinks,” an anti-bullying effort. Facebook kind of attributes the 9 percent sales gain to P&G’s advertising efforts on its platform.

      Although it then tones it down to claim it increased engagement. Here is the quote out of this document.

      “Procter & Gamble chose to advertise on Facebook to generate awareness for Secret deodorant’s “Mean Stinks” program and selected a female audience likely to be receptive to the campaign. The ad featured a confessional-style video of a girl admitting that she had bullied others, realizing the damage she had caused, and apologizing. In the 26 weeks after the Mean Stinks campaign launched, Secret experienced a 9% increase in U.S. sales and an increase in engagement with its Facebook Page.”

      The question remains, what was due to the discount coupons, TV and print advertising versus Facebook. Did the increased engagement get Facebook fans to purchase the product that they otherwise would not have bought? Nobody knows this for certain.

      Sebastian, what is your opinion about this.

  • Denise Heusser

    I like a lot of brands (and groups on Xing), and maybe there are e few I really interact with. Sometimes I just read the post or watch the video and like it. That doesn’t mean I click “I like” or share it with my friends. Could it be that the click-/like-/share-rate is a bit overestimated? Just a question.

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      Denise
      Thanks so much for joining the discussion.

      You pose a very interesting question.  Maybe it is overestimated the click/like/share-rate. However, it is for that reason why some people remove the Like counts from the statistics to arrive at the ‘active engagement’ kind of ratio.  The latter shows what we really do with the content.  
      I think it is a bit similar to people tweeting about a story versus writing a comment like you did here.  Tweeting about this Facebook post is nice, writing a comment is much more interesting for everybody (learn from comments, etc.).  Of course, it takes effort.  We discuss this a bit here.

      ComMetrics Ripple Score, 

      @google-1ac3f858a5bd3ca30bba89bf4d1d3f86:disqus what would you suggest we use to measure this engagement on Facebook? Please let me know.

  • http://twitter.com/rwldesign/status/166912935015354368 RWL Design

    Another interesting article by @ComMetrics looking at the stats behind fans and actual engagement – http://t.co/0HsvtHI8

  • http://twitter.com/arturszalak/status/166931529388396544 Artur Szalak

    RT @ComMetrics: Facebook: Why is nobody listening? #ComMetrics http://t.co/ai3kdUWT

  • http://twitter.com/thesocialmined/status/167032137600614401 The Social Min(e)d

    #SocialMedia #Metric Facebook: why is nobody listening? » Summary, Procter & Gamble …: Image – tweet by @ComMe… http://t.co/QBZOnfAo

  • http://twitter.com/AldoGnocchi Aldo Gnocchi

    For me it’s
    interesting to see how these values develop: 

    —————————————————————————— 

    – People
    talking about (includes also likes, checkins, etc.) 

    – Reach 

    – Likes 

    – Comments 

    -
    Demographic variables (do I reach my target groups? Do I need to
    adapt my communication to reach more of a certain segment?) 

    -
    qualitative aspects: Whats the tonality of the comments on my
    page? 

    Questions: 

    —————- 

    – Is my
    fanbase increasing, decreasing or stable? 

    – Are there
    new target groups I didn’t think of? 

    – How well
    do my ads perform? 

    – How well
    does my App perform? 

    Important is
    that you track these figures over time and try to interpret them
    in a way that helps you to enhance your performance and hence the
    fan engagement.

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      @twitter-26943860:disqus Thanks so much for your thoughtful comment here.
      Yes I agree that we need to look at the trends regarding these values and so forth.

      However, since LIKE’s do not increase my sales (at least according to the research mentioned in the blog post) why bother with ads?

      More Infos I find Interesting
      Facebook is still in the early stages of turning its huge audience into a revenue generating destination. Based on the figures disclosed on 2011-02-01, it generated  about :
      - $5.10 in revenue from each of its active monthly users last year, based on an average of 725m throughout the year (3’697’500’000 or $3.7 bn rev.).

      By comparison, Google generated more than $27 in net revenues for each of the more than 1bn active users across all of its services last year.

      PS. The Facebook number is in line with other recent internet IPOs, such as:
      - Zynga (social game company) is estimated to have produced $5 in revenue for each of its 227m active users in 2011,
      - LinkedIn (the professional social network), earned nearly $6 for each of its 88m unique monthly visitors.

  • http://twitter.com/cytrap/status/167289136686972928 CyTRAP

    Danke @AldoGnocchi für Deinen Kommentar – was man auf Facebook messen sollte http://t.co/bvcgEQus #metrics #Measure

  • http://twitter.com/commetrics/status/167292129536770048 Urs E. Gattiker

    Social media pundits argue about this: #ComMetrics – Facebook or Pincrest… maybe neither? http://t.co/OU24ZWYH

  • http://twitter.com/mycommetrics/status/167292132082724867 MyComMetrics

    Social media pundits argue about this: #ComMetrics – Facebook or Pincrest… maybe neither? http://t.co/49DOAOFW

  • http://twitter.com/whitepapers/status/167292134481870848 WhitePapers

    Social media pundits argue about this: #ComMetrics – Facebook or Pincrest… maybe neither? http://t.co/1rQdBHMG

  • http://twitter.com/tripylonmedia/status/167372132618211328 Sirous Kavehercy

    Brand growth requires reaching medium and light buyers – probably not on Facebook – http://t.co/qhSrloBr RT @ComMetrics #facebook #strategy

  • http://twitter.com/reiner_merz_pr/status/167585984228241408 Reiner Merz

    das ist die Realität, nur weniger als 1 Prozent der Fans folgen auch… http://t.co/V2deSlxB

  • http://twitter.com/netscribecath/status/167721685338955777 Catherine Novak

    Food for thought… RT @ComMetrics: Facebook: Why is nobody listening? #ComMetrics http://t.co/0n1aTtwP

  • http://twitter.com/tjloftus/status/167728825369763841 T.J. Loftus

    RT @ComMetrics: Facebook: Why is nobody listening? http://t.co/SbyO6Ab4

  • http://twitter.com/jeffsangeorge/status/167826927623741440 Jeff SanGeorge

    Facebook: Why is nobody listening? http://t.co/d89nORWJ Insightful look into the dwindling Engagement on #Facebook (less than 0.5%)

  • http://twitter.com/nicogriffioen/status/167898222742867968 Nicolas Griffioen

    Proper Facebook engagement insights. Solid info> Facebook: Why is nobody listening?- http://t.co/IXNNAk1B via @comMetrics

  • http://twitter.com/bertramcroes/status/167900809219158018 Bertram Croes

    Proper Facebook engagement insights. Solid info> Facebook: Why is nobody listening?- http://t.co/IXNNAk1B via @comMetrics

  • http://twitter.com/stephen_jury/status/167902263975743489 Stephen Jury

    3 years ago I was crazy pitching social to large PLC , would now be laughed at if I said not to do it. @NicoGriffioen http://t.co/He34VZpw&quot;

  • http://twitter.com/fernandocheca/status/167948271245987843 FernandoCheca

    Los "resultados reales" del uso Facebook por las empresas (ENG): ¿El emperador desnudo? #Interesante http://t.co/GQLGoHuy

  • http://twitter.com/commetrics/status/167950186281308160 Urs E. Gattiker

    @ferdinandsalis @CyTRAP Danke für Lob: Schriftgrösse = Disqus – deshalb kleiner als Blog Post http://t.co/AYF37X6F

  • http://twitter.com/tompick/status/167984744020197376 Tom Pick

    RT @ComMetrics: Facebook: Why is nobody listening? http://t.co/76oasxsu

  • http://twitter.com/jamboluco/status/168001710990704642 James Lucas

    Interesting look into engagement on Facebook with stats & tips http://t.co/H2sCfvdu #socialmedia #marketing

  • http://twitter.com/egbreder/status/168023816126205953 Emily Breder

    One for @tracibrowne http://t.co/YQfioGDp

  • http://twitter.com/tracibrowne/status/168030998326558720 traci browne

    Thanks Emily, that was very interesting! RT @EGBreder: One for @tracibrowne http://t.co/aAGs1KGg

  • Anonymous

    The stat you mention in the article “only 3.5 to 7.49 percent see your status update” was from June 2011, and since then Facebook has implemented the Ticker, the new “Talking About This” number, and People Reached, which is the new standard for posts, not Impressions. From what I have seen written on it recently, the actual percentage of fans that see your status update is more like 17%.
    ===>http://www.allfacebook.com/facebook-page-17-2012-01

    Not the best, but better than 3.5%.

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      @lisajlukowski:disqus Thanks so much for providing this interesting link.  
      The link provides information however, that says 0.4 percent impressions (see lower graphic).  That is more similar to what I reported above.

      The 17% is interesting but it is a number that does not guarantee you that people

      a – see it, and, most important
      b – actively do something (i.e. more than just clicking the Like button)

      Then your statistics are very similar than my 0.5 or thereabouts…. 0.4 

      Nevertheless, your link is superb addition and I think you, Lisa, for sharing it.  Merci for your help.

  • http://twitter.com/inspire8/status/168097679879045121 Ray Reeths

    Facebook: Why is nobody listening? http://t.co/wSk5cvhG

  • http://twitter.com/regvansteen/status/168736340144427008 Reg van Steen

    Gaan we nu opeens kritisch doen over de reach van #FB nu de IPO eraan komt? http://t.co/lHH3AKXF

  • http://twitter.com/julian1109/status/169060132196593664 Julian O.

    Great article: Facebook – Why is nobody listening? http://t.co/wmuBdesk

  • http://twitter.com/bdcmanager/status/169142053610070016 Tom – BDC Manager

    Facebook: Why is nobody listening? » Update 2012-02-08, original blog post, socialmediatoday the worlds best thinkers … http://t.co/9D0McCEl

  • http://twitter.com/bdcmanager/status/169142125626269698 Tom – BDC Manager

    Facebook: Why is nobody listening? » Update 2012-02-08, original blog post, socialmediatoday the worlds best thinkers … http://t.co/0OMuiC2c

  • http://twitter.com/cynthiakahn/status/169149201429700608 Cynthia Kahn

    Reality check? => #Facebook: Why is nobody listening? Is it like broadcasting to an empty stadium? http://t.co/F9dUX0KT

  • http://twitter.com/soclogical/status/169260346777939968 Sociallogical

    Facebook: Why is nobody listening?http://t.co/faVMXqZc "Fans are not known to purchase more after clicking the Like button" #learnsocial

  • http://twitter.com/joanllutwit/status/170032202770427905 * Joan Lluis Rubio *

    Facebook: Why is nobody listening?
    http://t.co/oC55UN9Q

    #socialmedia #redessociales

  • http://twitter.com/devseo/status/170419160164212737 Alex Hall

    http://t.co/E4FDhFWo – Facebook: Why is nobody listening?

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  • http://www.e-crm.co.uk Jim Bath

    To be honest, I’ve always just assumed that everyone realised this – being a Facebook user myself (and assuming that most other people are, too)

    I’ve *never* Liked a brand or company page, let alone interacted with one or bought something from them (I do have many music, movie, book and TV likes, but I usually unsubscribe from their feeds unless I really want news about tour dates or a new TV season…).

    However it seems that alot of people never realised this, so kudos to you for helping to point it out to people!

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      Dear @jiminyjohnson:disqus 
      Thanks for your comment.  I like your statement that you never liked a brand…. but you are probably in the minority.  Nevertheless, even if they like a brand, they rarely if ever get engaged with the butter, Starbucks or what have you.  We agree on that one for sure :-)

      It is like most people believe that a video that goes viral will sell cakes. No it means eyeballs all right but that your cash register rings…. not necessarily:

      ===> Are you with me on these viral marketing trends? 

      @ECRMMARKETING:twitter Hope to read your next comment soon. Thanks for sharing.

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  • http://twitter.com/askfelix felix adewoye

    I have never been totally convinced that a like button is a true engagement measure.  The true measure is actual data leading to a  buying decision.

    • http://commetrics.com/articles/what-they-do-not-teach-you-at-lady-gaga-university/ Urs E. Gattiker

      Dear @twitter-12613752:disqus you and @google-1ac3f858a5bd3ca30bba89bf4d1d3f86:disqus (see above) both raise important issues about if the click-lie-/share-rate or ratio being a bit overestimated and that the like button is not a true engagement measure.  But now Facebook has released information that question the company’s ethics.

      Sheryl Sandberg – Facebook’s COO – acknowledged that on average the reach of status updates is only 16%. Accordingly she claims 16 out of 100 fans see your status updates.
      This number is way higher than what we share with you above based on research and far lower than what you get for an e-mail newsletter (around 20 percent or more).So you get 30 to 50 percent less visibility through Facebook than through e-mail.

      For a short time only, Facebook now allows large companies to purchase Reach Generator ads. 

      In essence, Facebook admitted that they have been artificially reducing the reach of status updates as a precursor to the rollout of Reach Generator ads. Facebook claims that these will put your status updates in front of the eyeballs of ~75% of your fans.

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