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Just 1% of fans engage with brands on Facebook
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Just 1% of Facebook users that like brands on the social network engage with the companies online, according to new research by Australian marketing firm Ehrenberg-Bass Institute, casting doubt on the effectiveness of brands’ online social strategies. The firm claims that the engagement rate drops to just 0.45% when new likes are discounted, indicating that Facebook fans shun more prolonged engagement once they have clicked the brand’s ‘like’ button. Ehrenberg-Bass surveyed the top 200 brands on Facebook using the firm’s ‘people talking about this’ analytics platform, which enables brands to monitor consumers’ social interactions.
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