1. Facebook talking about stats
May, 2012

2. Sample: 750 pages, 2.3 billion likes, April-May 2012
Chosen manually, mostly company fan pages, plus some public figures and stars
Assuming ten likes per user, represents more or less 10% of total likes
Heavily weighted on large pages (over 500k fans)
New likes per week/total fans
Talking about – new likes per week/total fans
Talking about per week/total fans
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3. Pages classified in categories and sub-categories
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4. Unchanged overall fan growth and engaged ratios
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5. Smaller (<1M fans) pages shared similar overall trends
but had slightly higher engaged ratios
Small pages, up to a million fans Large pages, more than a million fans
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6. Confectionery (250M fans) had lower fan growth and
engaged ratios compared to other categories
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7. Candy and ice cream were the best performing
confectionery subcategories, chewing gum the worse
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8. Pages within the same sub-category performed very
differently, with size playing a role
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9. Stars/sport-clubs and groups (with many pages)
top the overall scale
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10. The confectionery landscape is dominated by
Mars, Ferrero and Kraft
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11. On average, Kraft had similar fan growth and higher
engagement compared its confectionery peers
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12. Kraft’s high engagement levels were mainly due to its
Halls Brasil page
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13. Kraft’s talking about figure declined towards the end of
the period
All confectionery pages minus Kraft Kraft confectionery pages
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14. Compared to the first days of April, Kraft held its fan
growth rate and lost about 20% of its engaged value
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15. Oreo acquired large numbers of new fans at the middle
of April
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16. Standard deviation analysis can help categorize
pages’ posting and fan growth policies
Spiky fan
grow
Steady fan
growth
Consistently Sporadically
engaging content engaging content
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