FAME: User Posts on Page are invisible to 98% of followers.FORTUNE: Do not treat the Page as a microsite. Drive traffic to main site and not Page Tabs.
Peer comments on UGC posts represent more than 60% of UGC follow-up, and almost 30% of all content posted on the Cineworld Timeline.Further investigation suggests a vanishingly small subset of followers are responsible for a majority of this content: a mere 38 users (4% of unique UGC commenters) create 80% of the follow-up content on all UGC. While Cineworld should take pride in this, we recommend caution when extrapolating from this behaviour.It is unlikely to scale well.
How People Use Facebook -- And Why It Matters
HOW PEOPL E USEFACEBOOK AND WHY IT MATTERS
THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK OPEN NEWS FEED COME BACK LATER READ STORIES ENGAGE (OR NOT) LEAVE
THE BLEEDING OBVIOUS HOW PEOPLE USE FACEBOOK PAGES LIKE PAGE SEE STORIES (OR DON’T) ENGAGE (OR NOT)
A GROSS OVERSIMPLIFICATION HOW PEOPLE USE LIKE SOURCE 36% FACEBOOK PAGES <1% LIKE PAGE ON PAGE AD UNIT SEE STORIES (ORTIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM DON’T) < ENGAGE (OR NOT) 1%
“WE’RE GOING TO MAKE FACEBOOKTHE HUB OF ALL OUR ACTIVITY”
BRAND PAGE (BUDWEISER) 82 Comments from author/poster 747 291 128 Comments from P Admins age C omments on Stories stories posted C omments 81 posted by by F ans 1,100 Fans from peers Comments from Stories posted on 133 P Admins age BudweiserUK Wall 353 5,166 Comments on Stories posted stories posted by by P Admins age P Admins age 5,033 Comments from Fans Circle area is proportional to volume of activity
RETAILER (ASOS) 1,116 Comments from author/poster 1,061 2,591 1,394 Comments from P Admins age Stories posted C omments on C omments 1,092 by Fans stories posted from peers by F ans (81) Stories posted on Wall C omments from P Admins age (349) 1,317 Stories posted by P Admins age 968 Comments from Comments on Fans (31) stories posted by P Admins age Circle area is proportional to volume of activity
OMG WTF? (CINEWORLD) 1,481 Comments from P Admins age 5,676 16,469 4,623 Comments from author/poster Stories posted by Public Comments on 6,630 stories posted by Public 10,368 Comments from peers Posts Comments from Page Admins (282) 954 13,103 Comments on stories posted by P Admins age Stories posted by Page Admins 12,821 Comments from Public Circle area is proportional to volume of activity
38 USERS CREATED 80% OF FOLLOWUP COMMENTS USERS
OMG WTF BBQ? (2 DAYS ONWAITROSE) Page Waitrose Comments from Data Start 2011-11-08 91 author/poster Data End 2011-11-10 T R otal ecords 607 Comments from Page 86 431 Admins (4) Comments on stories posted by Stories posted by F ans Fans 88 336 Comments from peers Stories posted on Wall Comments from Page Admins (0) 156 Stories posted by P Admins (2) age C omments Comments on stories 156 from Fans posted by P Admins age Circle area is proportional to volume of activity