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Growing A Fan Base On Facebook

05/12/2011

Any marketer looking to build a following on Facebook is looking to grow the community, keep the community close-knit and stay true to their brands’ mission. Growing a Facebook community can be tricky in the middle stages (say, once you get past the first few hundred or so “likes”)  if the brand is, for whatever the reason, unable to offer incentives such as discounts or coupons.

But as fan bases grow, the danger increases that the larger community will be less close-knit and engaged than before. Link-sharing solutions provider Visibli analyzed Facebook pages with at least 100,000 “likes” and found that for brands and media organizations, pages with more fans received fewer “likes” on each individual post. Engagement went down as the number of people involved went up.

There are many posting strategies brands can pursue to boost engagement on pages as the number of fans increases, however. Research has found that tweaking the length, timing and wording of posts could raise engagement.

Half of all “likes” happen within 1 hour and 20 minutes of posting, and 70 percent happen within 4 hours. “Likes” taper off over time, until about 95 percent are received within 22 hours. Once a new post is up there’s less chance of “likes” on an older one, so brands should give messages time to play out and maximize engagement before updating.

As the social media experiment unfolds before us it is important to not lose sight of the fact that quality not quantity is the single most important rule of social media marketing.

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