In November, Adage published 50 social media statistics. Any fact-lover will find these fascinating; Media Bistro even create a beautiful infographic with some of this information. As interesting as these facts may be, without interpretation and taking action, they’re useless.
We’re not going to repeat all 50 statistics here. Instead, we’ve picked our favorite about Facebook and have some thoughts to share on how you can make use of them:
1) The average Facebook user has 130 friends and is connected to 80 pages, events and groups.
Essentially, fan pages, events & groups comprise roughly 40% of a single user’s connections on Facebook. That’s a fairly significant proportion.
What This Means to You: As a fan page that is (hopefully) part of that 40%, you have to work to get your post seen and rise above the noise.
2) Auto-posting to Facebook decreases likes and comments by 70%.
While some fans may not fully understand “auto-posting,” they can tell the difference between a hand-crafted update and one that simply contains the title of your latest blog entry and a url. They also recognize that @UserName mentions generated from a Twitter-to-Facebook auto-post isn’t relevant.
What This Means to You: Your Facebook content needs to be created specifically for Facebook.
3) Fifty-six percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook.
56% isn’t a bad number at all. Imagine if half of the customers that walked through your door recommended your product or service to someone else; the resulting increase in sales would be astronomical. How many of your current customers are also fans on Facebook? Check your number of Facebook fans and find out. If you only have 10 fans, that’s less than 6 referrals or recommendations. How many recommendations do you need to generate an additional sale?
What This Means to You: To really sway this in your favor, your business should be driving current customers to Facebook and keeping them engaged.
4) When it comes to liking brands on Facebook, the reasons are varied, but for the most part, respondents said they “Like” a brand on Facebook because they are a customer (58%) or because they want to receive discounts and promotions (57%).
Not only does this interesting tidbit reiterate our point on statistic #3, it also tells us that your Facebook page is, primarily, about customer retention, not acquisition; these are your current customers, or people that have already heard about your brand. But, there’s more to this than meets the eye. Another study, reported by Mashable, states that 81% of Facebook users have unliked a fan page.
What This Means to You: Your customers need a good reason to remain a fan of your page. Over-posting meaningless updates is one of the quickest ways to lose those fans. Keeping your content balanced with the right amount of information about sales or promotions with other types of content is crucial.
5) B2C Facebook results are 30% above average on Sundays.
Keep in mind, this is an average; it’s not a set in stone rule. Posting on Sundays is not going to guarantee a boost in engagement. It does remind us that human behavior is that basis of what happens on Facebook and while social media is becoming interwoven into the fabric of our lives, the fact is that the timing of when we are using social media is greatly influenced by our offline lives.
What This Means to You: Your Facebook fans may not be online when you think. Learn about your community; find out when they are online the most and post at those times. This might mean posting early in the morning, mid-day or on weekends. It might mean posting when it’s not convenient for you, but if you’re not updating when your fans are online, your message isn’t going to get seen.
All of these statistics point to the same truth: Facebook is about your customers. The rules for a business Facebook page and a personal account are different. To create a thriving community your business page should be planning updates carefully, giving forethought to timing, quality and quantity.