On Facebook, brands are like short people in the center seat at a stadium during a rock concert. Even if they jump up and down or wear a moose hat on their heads, they might not get noticed. There is simply too much input going on in all directions, so unless a fan is looking their way, their clever messaging sign will probably go unread.
But according to a new white paper from comScore, continual jumping is important because it increases your chance of being seen by 2.5% per day.
The reason behind this is two fold. First, it is noted that Facebook users spend more time reading their newsfeed than doing anything else on the site. Only 27%, but it beats apps which shows up at only 10%. That means that more people are seeing brand messages on their own feed than they are on brand fan pages.
The bad news is that newsfeeds cycle very quickly depending on how many friends a person has. If a user doesn’t happen to hit their page within hours of your post (or even minutes), they won’t see it.
The good news is that when your post shows up on a fan’s newsfeed, you aren’t just appealing to that single person, you’re also reaching the friends of that fan. On average, we’re talking about 34 more people for each brand fan.
comScore says that friends of fans are the best audience for marketers because it’s likely they’re potential new customers who haven’t made up their mind about a brand.
Take a look at this chart depicting visitation rates for Southwest airlines.
When compared to the total internet control group, the Facebook friends of fans show a significant lift.
The takeaway here is that marketing on Facebook really is a numbers game. The more posts you make (within reason), the better chance you have of reaching not only current fans of your brand, but potential new fans as well.
You can download the full white paper for free and you should. It’s loaded with case studies and more information about how to make the most out of your Facebook fan page.