Facebook Pages: Usage Patterns


Facebook Pages (popularly known as ‘Fan Pages’) are a starting point for businesses wanting to connect to millions of potential and existing customers on Facebook. A Page allows brands to disseminate marketing and service information fast and lets customers interact directly with stake holders.

Pages are also an important component of Facebook’s own revenue model[i] as 89% of Facebook’s total revenues come from brands advertising on the platform and Facebook attracts brands through Pages.

The past six months have been significant for Facebook Page owners. In the run up to its IPO and subsequently too, Facebook released a host of features such as the Timeline view, Offers, post scheduling and targeting, post-level promotions, group promotions, redesigned ad network, FB exchange etc to make Pages more attractive to businesses. The six month period has also seen a conscious effort by Facebook, and the social media industry in general, to raise awareness about Pages as potent social marketing properties.

Pages attract business users to Facebook and lead the social network’s efforts to earn advertising revenues. However, this study of 5.7 million Facebook Pages shows that business users are still struggling to adapt to Facebook as an engagement opportunity.

The study updates the findings of a similar research conducted by Recommend.ly in March 2012.

The current study discovered low levels of active Pages, fall in average number of posts and a huge drop in engagement rates since March. Page owners clearly need to do more to make Facebook work for them.
The study also found that the share of visual content on Pages has increased after the introduction of Timeline view for Pages. Also, it is found that Pages selecting specific category names such as ‘Spa’ or ‘Restaurant’ tend to be more focused and get better engagement from fans, compared to Pages choosing generic sounding category names such as ‘Local Business’.

Key Findings

  • About 2 out 3 Facebook Pages are inactive in some way:
    • 63.9 per cent Pages have no cover photo
    • 70.1 per cent Pages make 0 posts a month
    • 83.4 per cent Pages never participated in conversations
    • 50 per cent Pages have less than 300 fans
  • Pages are found to be making lesser posts in October 2012 compared to March 2012. Average number of Page posts fell by 19 per cent since March.
  • Engagement Rates of Page posts across categories have fallen since March by an average of 40 per cent
  • 50-60 per cent of content on Pages is now visual content (photos or videos) compared to just 15-20 per cent in March


To read the full report please click here http://blog.recommend.ly/facebook-pages-usage-patterns/

Aussies face off on social networking


Facebook and other social networking sites are all about putting names to faces, but half of Australians do not want them to use facial recognition technology to get the job done.

A national Newspoll of more than 1200 people found 95 per cent of those surveyed believed it was acceptable for airport officials to use facial recognition software to identify passengers on police watchlists.

Some 92 per cent said police should be able to use the same technology to identify people from CCTV footage or videos shot by the public.

But only 38 per cent trusted Facebook with the technology, and 50 per cent said it would be unacceptable for that site to use facial recognition technology to make it easier to tag users in photos posted online.

Story source: www.bigpond.com

Facebook to debut on stock market in May

Facebook 1Facebook will make its stock market debut in May with a record-setting initial public offering of shares, according to a report in the Wall Street Journal.

The world’s leading online social network has stopped selling shares on the secondary market in order to get a precise count of investors, the Journal said on Wednesday, citing unnamed sources.

Facebook on Tuesday modified its filing with the US Securities and Exchange Commission to warn potential investors that a patent lawsuit against the company by internet pioneer Yahoo! could deliver a significant blow to its business.

‘If an unfavourable outcome were to occur in this litigation, the impact could be material to our business, financial condition, or results of operations,’ Facebook said in amended paperwork submitted to the SEC.

Yahoo! filed suit against Facebook in a US district court in California on March 12, accusing the company of infringing on 10 of its patents in several areas including advertising, privacy and messaging.

In the suit, Yahoo! said that Facebook’s growth ‘has been based in large part on Facebook’s use of Yahoo!’s patented technology.’

Facebook in February filed to go public and could raise as much as $10 billion in the largest flotation ever by an internet company on Wall Street.

The paperwork filed for the initial public offering provided the first glimpse of the financial details of the web giant launched eight years ago by Mark Zuckerberg from his Harvard University dorm room.

Facebook, which is shifting operations to a former Sun Microsystems campus in the California city of Menlo Park, reported net income of $US668 million ($A645 million) last year.

Revenue nearly doubled to $3.7 billion in 2011, with most of it coming from targeted advertising gleaned from personal information shared by the hundreds of millions of users of the platform.

Facebook – the leading social network in all but six countries, notably China and Russia – said it has more than 845 million users including 483 million who log in daily.

Facebook’s value has been estimated at between $75 billion and $100 billion.

Source: www.bigpond.com

Google+ Making Strides Online


compete-uvs-and-visits-to-plusonegooglecom_.jpgThe popularity of Google+ has showed dramatic growth recently, according to February 2012 analysis from Compete, which tracked the the landing page for the main feature of the social network, the +1 button (google.com/+1/button, or plusone.google.com), beginning in November 2011. The page drew over 40 million unique visitors in December alone, with more than 10 times that amount in visits, while also passing 3 billion page views.

Computer Users Demonstrate Strong Growth

Compete also looked at its panel of 2 million non-mobile US-based users, representing a 1% sample size for the US, to determine the website’s popularity among non-mobile users. The company found that Google+ has grown by about 40% for US non-mobile traffic in each of the primary metrics that shows website performance. In fact, in December, Google+ reached a new peak of 20 million unique visitors, 50 million visits, and 200 million page views.

Share of SocNet Visits Up M-O-M

Google+ ranked 9th in the top 10 social networking websites and forums in December 2011, with 0.41% share of US market visits, according to Hitwise data released in January 2012. This represents 24% growth in just one month, after earning 0.33% share of visits in November. In fact, in December, Google+ grew its share of US social networking site visits to rival myYearbook, in the process also halving its gap with LinkedIn from 0.3% points to just 0.15% points.

Tailored Search Results Not Popular, Though

Google+ may not find its mark as a vehicle for tailored search results, though. According to an AYTM survey conducted in January 2012, just 7.5% of respondents said they would more inclined to use the social network if they knew they would get more tailored search results from doing so. By contrast, the vast majority (92.5%) said they were either ambivalent (48.1%) or not more likely (44.4%) to use the network to get more tailored search results.

Overall, 19.3% of the 400 US adults surveyed said they use Google+, although that was matched by the proportion (19.5%) who said they did not know what the social network was.

Facebook to trademark the word "face"

FacebookFacebook has moved one step closer in its efforts to trademark the word "face", after receiving the green light from the US Patent and Trademark Office.

The Office has issued a notice of allowance to the social networking juggernaut, allowing the company to own the word after paying a fee, the NY Post reported.

The trademark will allow Facebook to challenge any of the 89,000 websites using the word "face" in their domain name.

The trademark would cover "telecommunication services, namely providing online chat rooms and electronic bulletin boards for transmission of messages among computer users in the field of general interest and concerning social and entertainment subject matter, none primarily featuring or relating to motoring or to cars".

A Facebook spokesperson would not reveal why an exemption was given to cars.

Several companies are considered to be in the sights of Facebook’s legal department, including Apple over its video conferencing service Facetime and a pornography website called Faceporn.

Facebook has also sued websites Teachbook, Placebook and Lamebook in order to protect the social network’s identity.

Facebook has already been successful in trademarking the words "Like" and "Wall".

Source: ninemsn.com.au