No profile-photos, no postings, no interaction and no fans: Facebook has a huge fanpage graveyard. That is the main message of a post published on allfacebook.com. The article is based on a study (sample: 5.7 million pages) conducted by the social media company Recommend.ly in October. In context of this study, the (in-)activity on Facebook’s fanpages was analyzed. The results were compared to the ones of a similar study made in this year’s March.
According to the results of Recommend.ly‘s study, more than two thirds of all fanpages on Facebook are almost “dead”. Here are the hard facts: There has not been published at least one posting in a whole month on 70,1 per cent of all fanpages. The leaders in this negativ statistic are the pages of communities (79,3 per cent inactive) and companies (73,5 per cent inactive). Further alarming outcomes of the study are that almost 64 per cent of all fanpages do not have a profile-photo and that half of the pages have less than 300 fans. The most shocking fact is, however, that the admins of 8 out of 10 pages had shown absolutely no interest in communicating with the fans.
Frequency of postings on fanpages (table: allfacebook.com)
Because of that, it is not surprising that the fanpages of companies were much less liked than in March. On average, just 3.233 users clicked the “like”-button. That equals a cutback of almost 50 per cent if you compare it to the 6.407 average “likes” in March. Celebrities, however, were able to increase their popularity. The impressive result: 11.713 new “likes”, which means a total plus of more than 28 per cent.
Another interesting fact is that the overall fan-commitment on the fanpages decreased recognizably. It fell from 0,74 per cent to 0,38 per cent. But apart from the lack of activity and communication on the sights, there might be another reason that explains the decrease in “likes” and commitment: the EdgeRank changes Facebook made in September. These changes, however, were responsible for a noticeable loss of range. That is why the result of the new study can hardly be compared with the outcomes of the old study.
author: Mario Rubenzer
