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Facebook fans rarely return to brand pages

Facebook fans rarely return to brand pages

A recent study questions the value of a Facebook fan, suggesting that all too often users of the social network fail to return to a brand’s page more than once.

The study, conducted by market research firm Rubinson Partners and Compete, examined Facebook activity over 63 brands during a four month period and found that less than 5% have sites that encourage users to revisit.

In fact, less than one in 20 users returns to a brand page within 30 days of having ‘liked’ it, according to the report.

Visits to the brand Facebook page increased by 85% when people had ‘Liked’ it, compared to the 30 days prior to the like. However Joel Rubinson, president of Rubinson Partners, warns this statistic is most likely derived by the small group of super fans visiting the page on multiple occasions.

“The fact that a second visit to the brand page is needed to create impact suggests that Facebook social impressions in a fan's newsfeed have little impact beyond their role in encouraging a return visit to the fan page," Rubinson added.

“The inferences I draw from this is that every Facebook brand newsfeed update should offer a reason for a fan to go back to their brand fan page and the page itself should encourage stickiness, “ Rubinson continued.

The implications of these findings calls for brands to focus on ways of engaging with potential consumers beyond the initial sign up; shifting the emphasis away from how many numbers of fans a brand has to how to interact with them.

This study was conducted as a response to comScore’s recent report on the effectiveness of social media marketing, which found that Facebook adverts do have a positive effect on viewers, increasing the likelihood of purchase. The Power of Like “: How Social Marketing Works makes the claim that brands need to examine beyond the initial fan acquisition and inflate ROI by employing a combination of Fan Reach, Engagement and Amplification.

For Facebook training, contact the experts at The Knowledge Engineers who can help you to achieve Facebook marketing success.

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