Wow, that’s depressing. And just yesterday we were telling you how Facebook is booming and moms follow lots of brand pages and they’re being influenced to buy. So how can that be?
The numbers come from PageLever, but they’re in a closed beta right now, so we’re getting it second hand from All Facebook. Even without being able to dive deeply into the original report, I believe what I’m seeing.
First off, Facebook makes it very easy to “like” a page, but “unliking” is a little tricky. Many people aren’t aware that you can use that X next to an update to hide posts or “unlike” the page. Because of this, they continue to subscribe with no interest in reading or responding to updates.
If you don’t interact, and you haven’t changed your defaults, those page updates aren’t going to show up in your newsfeed. Even if you have set your default to ALL, Facebook still defaults to Top News over Recent, so only the cream is above the fold. Great for Facebook users, not so great for marketers.
Still, we can’t blame all of this on Facebook. Because these numbers are averages, the dead weight is pulling down the hard workers. Conventional wisdom says you should be posting at least once a day but preferably up to five times. People who update their Facebook pages less than once a day are skewing the number. Since I can’t see exactly how they came at these numbers, I have to assume some dead pages were counted, too which would skew the numbers even more.
The point of posting these numbers isn’t to scare you away from Facebook. It’s to prove that running a Facebook campaign isn’t easy. Doing it right takes time and creativity and continual effort. Creating a Facebook fan page isn’t a set it and forget it project. It has to be constantly nurtured. If you do that, then you can beat this numbers game.