A recent study over Facebook Pages is shocking, revealed that 70% Pages are updated less than once in every 30 days, tagging them almost ‘dead’ ones. Community and Company Pages are the main culprits behind such devastating outcome; 8 out of 10 community pages don’t get any update while 1 out of 4 companies are not bother about their social presence and fail to feed their Facebook Pages at least once every month.
The study, conducted by recommend.ly, showcases how brands are failing to prioritize their Facebook page update despite of best practices suggestions that claim that brands need to post frequent updates in order to keep their fans engaged and interested. The study holds significant valuation as the report has concluded 5.7 million pages suggestions.
Interestingly, politicians have turned out the most active page owners on Facebook with 100+ updates every month, followed by Actors/Directors. On the other hand businesses are still struggling to drive any real consumer engagement and therefore loosing charm towards Facebook.
The study also tried to peeped into the average number of fans base; While avg Fan base of Celebrity grew from 9,144 in March to 11,713 in October, business pages fans base recorded steep fall going down to 3,233 from 6,407 in March.
Engagement Rate Also Disappoints
But it’s not just updates and fan base; companies also lagging much behind in engaging their fans. Around 85.3% companies are really not bothered to response or participate in any conversation on their Pages, resulted in 8.5% decline in engagement rate of brand pages since March 2012.
Be it Like, Comment or Share, companies don’t pay attention towards collective feedback insights to improve engagement ratio.
Photos Draw More Engagement
The study also tried to find out the most active form of communication over Facebook and Photos turned out to be more appealing for fans and users. All visual content, including video, generates 65% to 350% higher engagement compare to any other form of non-visual content over Facebook.
Recently, Facebook has up the ante to boost its revenue from advertisement. Company has started educating users about the benefits and advantages of Facebook advertisement via webinars, Case Studies and video tutorials.
However, Facebook has also doubled its price for “Promote” service on Pages. Now page owners will have to shell out almost double to reach out same number of users.