Daily Resource Feed 03/16/2012

  • A look at the exposure rate to OTS in Facebook and response rates. 

    Tags: facebook, statistics, engagement, fans, social media, edgerank, smm, chp5

    • If you have a business fan page, you want those fans to see your posts, right? Well, the chart above shows that fan page owners are grossly overestimating how many people they’re reaching through posts.

      (Note: That chart based on pages that together represent more than 400 million fans; it was complied by PageLever, which is in beta and growing its data set. The PageLever charts rock (they’re much cooler than my lame MS Powerpoint table above), and if you want better Facebook Page insights, you should sign up for their beta. The “approximate % of fans seeing posts daily” and “total daily impressions per fan” columns are daily, so these numbers are affected by pages that are not posting daily.)

    • I’ve been told that HubSpot recommends a 0.5 percent feedback rate as a goal. But I have seen pages up to several hundred thousand fans achieve feedback rates above one percent regularly when they post purposely to get likes and comments. It may be possible for multi-million fan pages as well.
    • Afraid to post daily? To give you a contrary example, one e-commerce website I know of has found their 90,000 fan Facebook page to be quite profitable, and they post five times per day and have done so for more than six months.

      Four daily posts are engagement-oriented and one is sales-oriented. Not all the Facebook e-commerce efforts I’m aware of are making profits, so it’s interesting that this profitable one is posting so often. Perhaps by being so aggressive, they cultivate the most passionate fans and weed out the ones who are never going to buy.

      Facebook fan quantity is overrated. You do need a lot of fans, but you need a lot of quality fans, and you need to keep them engaged. The best Facebook marketers are engaging their fans with a purpose while growing their fan base.

    • An underestimated factor in EdgeRank is time decay. One of the reasons so many fans of the biggest pages are not engaged is because they became fans so long ago. Some huge fan pages were not started by the company, and the early fans may never have been engaged. If a fan hasn’t clicked on one of your posts for a year, there may be almost no chance they’ll ever see your posts again.
    • Once the cost is prohibitive, you’ll have no choice but to pay for sponsored post story ads to your existing fan base to try to re-awaken them. If you have more than 100,000 fans, you should already be running sponsored post stories and other ads to your existing fan base to keep them engaged, especially if your feedback rate is below 0.5 percent.
  • Transcript of the stats from the Socialnomics video

    Tags: chp1, smm, stats, socialnomics, videolink

    • 80% of companies use social media for recruitment; % of these using LinkedIn 95%
    • 69% of parents are “friends” with their children on social media
    • Groupon will reach $1 billion in sales faster than any company in history
    • Social Gamers to buy 6 billion in virtual goods by 2013; movie goers only buy 2.5 million in concessions
    • 90% of consumers trust peer recommendations
    • Only 14% trust advertisements
  • Tags: facebook, chp5, smm, pdf

  • Pinterest may be the new social commerce darling. 

    According to BlogHer’s annual study on women and social media, when asked whether they trusted different social media sources, 81 percent of women representing the general U.S. population said they trusted blogs and Pinterest, while 67 percent said they trusted Facebook and 73 percent said they trusted Twitter.

    Tags: chp8, smm, social commerce, recommendations, referrals, women, Facebook, Twitter, Pinterest, blogs, swom, ewom, BlogHer, stats, study, 2012

    • 61 percent said they’d acted on a blog recommendation and 47 percent said they’d acted on one from Pinterest. Just 33 percent said the same about Facebook and 31 percent said that about Twitter.
    • According to the study, while women indicate that they use Facebook for fun and connecting with family and friends, they turn to blogs to learn about new products, to read product recommendations and make purchase decisions.
    • Among the sample representative of the U.S. population, 77 percent said they use Facebook purely for fun and 87 percent use it to stay updated on family. Just 17 percent said they use it for purchase decisions—compared to 36 percent who turn to blogs for that reason—and 24 percent said they use Facebook to get product recommendations, as opposed to 41 percent who read blogs.
    • Pinterest topped Twitter for getting product information (26 percent vs. 18 percent), finding out about new products (39 percent vs. 24 percent) and seeking advice and recommendations (30 percent vs. 29 percent).

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.



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