March 23, 2011 § Leave a comment
A couple of weeks ago we looked at some of the largest Facebook pages to see how administrators are using them for their brands.
This week we developed some simple stats to see how the type of post affects engagement. We started with posts from each page that were at least 24 hours old and looked for the number of comments and the number of likes as indications of engagement. Finally we divided the total of comments and likes by the total number of members of the page to get an engagement percentage.
We also classified each post by type (question, promo, etc.). For this analysis we just compare engagement percentages for questions versus all other types of posts.
Is anybody surprised that engagement seems to be much higher for posts that ask the community to answer a question? Engagement rates were less than 1% for all of the posts we tested. Here are the engagement percentages for the ten pages we looked at…
- .04% for non-question posts
- .10% for question posts
Just for comparison purposes, we checked a page that we know gets good engagement – mint.com’s Facebook page at http://www.facebook.com/mint and find that they get .09% engagement from questions that they post quite frequently. Despite the low numbers, it looks like questions get about two times as much participation as other types of Facebook posts.
What is your page’s engagement percentage? Which types of questions get the best response?
February 20, 2011 § Leave a comment
Lots of engineers around me are talking about sentiment analysis. Most of the market researchers I know are more than skeptical about it. I can see the allure of some sort of magical box that will automatically make sense of all of these verbatim comments, but for me it doesn’t really matter. Just give me the handful of comments that resonate with most of the respondents and I’ll read them myself – sentiment and all. That is what is so exciting about some of CloudMR’s early testing of their proprietary algorithm. It doesn’t include fancy text analyzers or extra complexity. It quickly generates a score for each comment and sorts them. Interestingly the early models stratify the comments and group like ideas all together. Since I can easily see that grouping, the algorithm is clearly doing something right and producing the top ideas. It will be fun to see this implemented over the next few weeks. Jeffrey Henning has an interesting post about this same issue from last summer.
February 16, 2011 § 1 Comment
We are looking at Facebook pages to see how leading brands use them. Initially, I looked at just the top 10 pages based on number of fans to see what they are doing. I got the list from Ignite Social Media‘s blog. The pages I looked at today…
- Coca Cola
- Red Bull
- Converse All Stars
This is not a scientific poll (yet), just reading the first page to see what Facebook administrators have done recently.
Not surprisingly, all ten of these pages include some sort of self promotion including offers and positive statements about the brand. Several do a pretty good job of including other useful information such as announcements (Facebook), clever and fun conversation (Starbucks, Oreo, Disney, Skittles, MTV, and Converse All Stars).
Five of the top ten involve their communities by asking questions. Only Facebook asked a question designed at really getting input (via a poll). YouTube, Coca Cola, Disney, Skittles and MTV asked a question in a conversational way, sometimes not even expecting a response.
Smaller brands are getting much more out of their Facebook communities by asking fans for feedback and input on their products and services similar to market research, but not as rigorous. Even the market researcher in me can recognize the value in learning about issues from my brand’s Facebook community for follow up among a representative sample by my research vendor or internal department.
More details as they emerge over the next few days…
February 10, 2011 § Leave a comment
There are lots of ways to engage with fans on your Facebook page besides talking about the weather. Lots of Facebook administrators ask about holidays, events (like the Super Bowl) and almost anything that is current. In this example, the Google Facebook administrator asked a question that lots of people ask on the way out the office door, “Any fun plans for the weekend?” Here are the results courtesy of CloudMR.
January 30, 2011 § Leave a comment
Closed-ended questions are surprisingly easy to post on Facebook.
What about “other specifys”? Facebook is a natural since respondents can enter any comment they like. No matter what you ask, questions posed on Facebook don’t look like traditional surveys at all – from a respondent perspective they are invisible.
January 27, 2011 § Leave a comment
Facebook communities are ideal for gathering open-ended responses to posted questions.
This activity drives further engagement among Mint fans and allows Mint to occasionally pitch a new feature without seeming like spammers.