This document discusses how people use Facebook and the importance of understanding their behaviors. It shows that most people like Facebook pages and see stories in their news feed rather than visiting the actual page. It also illustrates that people are more likely to engage with posts that appear in their news feed compared to on the page directly. Understanding these usage patterns is important for organizations that use Facebook to reach audiences.

1. HOW PEOPL E USE
FACEBOOK
AND WHY IT MATTERS

2. THE BLEEDING OBVIOUS
HOW PEOPLE USE
FACEBOOK
OPEN NEWS FEED
COME BACK LATER
READ STORIES
ENGAGE (OR NOT)
LEAVE

3. THE BLEEDING OBVIOUS
HOW PEOPLE USE
FACEBOOK PAGES
LIKE PAGE
SEE STORIES (OR
DON’T)
ENGAGE (OR NOT)

4. A GROSS OVERSIMPLIFICATION
HOW PEOPLE USE LIKE SOURCE
36%
FACEBOOK PAGES
<1%
LIKE PAGE
ON PAGE AD UNIT
SEE STORIES (OR
TIME OF DAY / DAY OF WEEK EDITORIAL ALGORITHM
DON’T)
<
ENGAGE (OR NOT) 1%

5. “WE’RE GOING TO MAKE FACEBOOK
THE HUB OF ALL OUR ACTIVITY”

6. WWF: PAGE VISITS AS SHARE OF POST REACH
IN-FEED VS ●
ON-PAGE 4% ●
●
REACH ●
●
●
●
3% ●
share of reach
●
●
●
●
●
● ● ● ●
●
2% ●
● ●
● ●
●
●
● ●
● ●
●
● ●
● ● ●
● ● ● ●
●
● ●
● ● ● ● ●
● ● ●
● ● ● ● ●
1% ●
●
●
● ●
● ●
● ● ●
●
●
●
●
● ● ● ● ●
● ● ● ●
● ● ●
● ●● ● ●
●
●● ● ●● ● ●
● ●
● ● ● ●
●
● ●
●
● ●
Apr May Jun Jul Aug Sep
time

7. ANOTHER WAY OF LOOKING AT IT
All Fans
100%
470K
MAU
53%
250K
DAU
11%
52K
Daily Page Visits (Unique)
0.3%
1.4K

8. THE SOMEWHAT LESS OBVIOUS
ADMIN POSTS FAN POSTS
NOT PUBLISHED TO
PUBLISHED TO FAN
OTHER FANS’
NEWSFEEDS
NEWSFEEDS

9. WHY THIS MATTERS

10. “WE WANT TO CREATE A COMMUNITY”
COMMUNITY HIERARCHY
FACEBOOK PAGE

11. “WE JUST WANT TO LISTEN”

12. 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

13. 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

14. 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

15. 38 USERS CREATED 80% OF FOLLOW
UP
COMMENTS
USERS

16. OMG WTF BBQ? (2 DAYS ON
WAITROSE)
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

17. “WE SHOULD REALLY POST ABOUT
THAT”
Waitrose Kingsthorpe Flame War
● ● ●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
200 ●
●
●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
●●
● ●
● ●
● ● ●
● ● ●
●
● ● ● ●
new people joining conversation
● ●
● ● ●
● ● ●
● ● ●● ● ●
●
● ● ● ●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
● ●
● ● ●
●
●
150 ●●
●
●
●
●
●
●●
●● ● ● ● ●●
● ●
● ●●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
● ●● ●
●
●
●
●
●
●
●
●
●
●
●●●
●
● ●
●
●
●
●●
●● ●
●● ● ● ●
●
100 ●●
●
●
●
●
●
●
● ●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
● ● ●
●
●
●
● ●
●
●●
●
●
●
● ● ●
●●● ● ● ● ●
●● ●● ● ●
●
●
●● ●
●
● ● ● ● ● ● ● ● ●
●● ●
50 ●
●
●
●
●
●● ●
●●
●● ●
●
● ● ●●
●● ●
●
●
● ● ●●
●
● ● ● ●
●
●
●
● ● ● ● ● ● ●
●
●
● ●
●
● ● ● ●
● ● ●
●
● ● ● ●
●
● ● ● ●
●
●
● ●
●
● ●
●
● ● ● ● ●
● ●
●●
● ● ● ● ● ● ●
● ●
●● ● ● ● ● ● ● ●
●
● ● ●
● ● ● ● ● ● ●● ● ● ● ● ● ●
● ● ● ● ●
●
●
●
● ● ●
●
●
● ●●● ● ● ●●
● ● ● ● ● ●
● ● ●
● ● ●
● ●
●
0 ● ● ●● ● ●
● ● ●
● ●● ●●
● ●● ●
Nov 09 00:00 Nov 09 12:00 Nov 10 00:00 Nov 10 12:00
time

18. “WE SHOULD REALLY POST ABOUT
THAT”
Waitrose Kingsthorpe Flame War
● ● ●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
200 ●
●
●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
●●
● ●
● ●
● ● ●
● ● ●
●
● ● ● ●
new people joining conversation
● ●
● ● ●
● ● ●
● ● ●● ● ●
●
● ● ● ●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
● ●
● ● ●
●
●
150 ●●
●
●
●
●
●
●●
●● ● ● ● ●●
● ●
● ●●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
● ●● ●
●
●
●
●
●
●
●
●
●
●
●●●
●
● ●
●
●
●
●●
●● ●
●● ● ● ●
●
100 ●●
●
●
●
●
●
●
● ●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
● ● ●
●
●
●
● ●
●
●●
●
●
●
● ● ●
●●● ● ● ● ●
●● ●● ● ●
●
●
●● ●
●
● ● ● ● ● ● ● ● ●
●● ●
50 ●
●
●
●
●
●● ●
●●
●● ●
●
● ● ●●
●● ●
●
●
● ● ●●
●
● ● ● ●
●
●
●
● ● ● ● ● ● ●
●
●
● ●
●
● ● ● ●
● ● ●
●
● ● ● ●
●
● ● ● ●
●
●
● ●
●
● ●
●
● ● ● ● ●
● ●
●●
● ● ● ● ● ● ●
● ●
●● ● ● ● ● ● ● ●
●
● ● ●
● ● ● ● ● ● ●● ● ● ● ● ● ●
● ● ● ● ●
●
●
●
● ● ●
●
●
● ●●● ● ● ●●
● ● ● ● ● ●
● ● ●
● ● ●
● ●
●
0 ● ● ●● ● ●
● ● ●
● ●● ●●
● ●● ●
Nov 09 00:00 Nov 09 12:00 Nov 10 00:00 Nov 10 12:00
time

19. DON’T MONTHLY ACTIVE USERS
LIMIT YOUR
APPS ASOS
IMAGINATIO Marketplac
e ASOS
N 30,000 Facebook
Store
200
ASOS
Fashion
Finder
8,000

20. I’D LIKE YOU TO REMEMBER…
1. A PAGE ISN’T A DESTINATION
2. IT’S ALL ABOUT THE NEWSFEED
3. A PAGE ISN’T A COMMUNITY
4. ALMOST NO-ONE SEES FAN POSTS
5. APPS CAN EXIST “OFF FACEBOOK”