November 22, 2012

70% of Facebook brand pages are inactive

More than two-thirds of Facebook brand pages are updated less than once a month, according to a new study. This is despite the fact that best practice suggests that brands need to post frequent updates in order to maintain engagement with their fans.

In recent months Facebook has released a host of features such as the Timeline view, Offers, post scheduling and targeting, a redesigned ad network and Facebook Exchange to make its pages more attractive to businesses.

But the study of 5.7m Facebook Pages suggests that most businesses are still struggling to drive any real consumer engagement through the social network.

Among the different categories on Facebook, community pages are most likely to be inactive (79.3%), followed by company pages (73.5%).

Furthermore, celebrity pages have seen an increase in the average number of fans from 9,144 in March up to 11,713 in October, but business pages have seen a steep fall from 6,407 to 3,233 fans in the same period.

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