Facebook Engagement Rate
Are fans really listening to me?
reﬂects the huge growth on Facebook and
Twitter, the new trend for marketers,
professionals, companies and average mortals.
and you can get this data in another bazillion of places
show if and how Facebook is a trend for
and again...you can get this data in another bazillion of places
600 Results for “Facebook for
ML Business” in Google
Became fan of a page each day
Movies on Facebook and
If you do not live under a rock, you heard
of the “race to 1.000.000 followers”,
where popular proﬁles have thousand and
thousand of people following them.
If you are in Facebook, Twitter or even
MySpace, you are popular if you have
thousands of them.
One day Kevin Spacey said to David
Letterman that, with 800.000 followers
on Twitter, he will get lots of people
saying “hi” back to him.
David Letterman replied that, to achieve
the same thing, he just need to walk
down the street.
raise a question: are 800.000 people really
following Kevin Spacey?
and millions of fan are really following companies
and brands ?
Our goal is to get a benchmark to
understand if fan are really engaged with
brands and, if they are ... how much are
Testing a sample of more than 100 really
active business pages, across multiple sizes
and different industries, in their latest 5 status
update, we seen that the behavior of the fan
was very similar for every page.
So we deﬁned and found ...
That stands for Engagement Rate
how much people are really engaged with you.
sorry, no George Clooney here.
fan: 300K - 600K
fan: 150 - 10K
fan: 100K - 300K
fan: 10K - 50K
fan: 600K - 1ML fan: 50K - 100K
0,19% Exploding Facebook:
portions of the “f” match
fan: 1ML - 3ML
the size of the groups (a
square block is around
300K fan), while the
height match the
Engagement Rate. The
latest block has been
exploded to give a
fan: 3ML - 6ML
150 - 10K With small communities, you have no excuses to do not
0,57% take care of each one. Growing towards 100K you might
loose some focus (we need more fans, damn it!) or,
10K - 50K simply you are not quite “there”, when you are a part
0,16% of your customers life.
50K - 100K
100K - 300K If you are on the road of having 1million of fan, you are
0,24% on the road of making something great for your
customers. Could it be a new phone, or a car maker
300K - 600K going green.
600K - 1ML
1ML - 3ML On huge fan pages it is normal to have lower
0,19% Engagement Rate, as long as you are not Michael
Jackson (RIP). Keep these ER as a benchmark, see them
3ML - 6ML grow on important announcements or drop when you
0,16% bore your audience.
that with 1.000 or 1.000.000 fan, they engage
with the brand/page in similar ways.
… as long as you take care of them.
to know that, to keep alive my fans, there are 5
main trends to follow.
… to avoid to run in the pit of the endless (and useless) chit-chat that
will lead in a near oblivion.
When you are a fan you have a special
relationship with that brand. And it is very nice
to conversate with it.
However, to bring some meaning to it, the
announcement of a major product release or
an important upgrade raise the interest of
your audience. Even better if powered by your
Of course, with a new product release
there will be a promo.
Discounts, special offers, freebies will not
be ignored by your audience.
Do not underestimate the fact that, if you
want something from your fan, they will
inevitably ask “What is in for me?”.
Being eco-friendly, supporting causes
(with cash and not with apps!), doing
something concrete to make this world
a better place gives you an instant
approval from your fans.
After all, you show that you care, just
This is working particullary well for
automotive brands on Facebook.
When F.C. Barcelona won the Champions
League cup, the announcement had
thousand and thousand of feedback on a
This is not limited to sport team on
facebook. It should never been. A brand
shoud do something exceptional for their
loyal customers. Apple does it, Coca Cola
does it. What is your excuse?
Least but not last, you should not limit
yourself to text updates.
Video consumption is on the rise,
youTube and mySpace are turning to be
entertainement channels. Along with text
and pics, a video will do no harm.
Digital & Emerging Media Agency
FrozenFrogs is a digital media agency, focused on the social and emerging media.
Our projects start from listening to, and learning, from the online conversation of the
consumers, analysing their online behaviours.
From their behavious and online activities, users send feedback and ideas that can help
you reach results in terms of Engagement, Co-Creation, Conversation and, consequently,
We strongly believe that the performance of an online business depends from the trust
that you can establish with your clients.
We can help you establish this relation.
NEED MORE ?