A study carried out by Pew Internet in America, investigating use of social media site, Facebook revealed some interesting results that are useful for brands operating in the arena. The study, combining server logs of Facebook activity with survey data, ‘Why Most Facebook Users Get More Than They Give’, discovered that there are a certain amount of ‘power users’ who contribute to specific activities on Facebook more than the average user.
Here are some facts and figures from the overview of the report:
• 40% of Facebook users in the sample made a friend request. 63% received at least one request
• Users in the sample pressed the like button next to friends’ content an average of 14 times, but had their content “liked” an average of 20 times
• Users sent 9 personal messages, but received 12
• 12% of users tagged a friend in a photo, but 35% were themselves tagged in a photo
Prof. Keith Hampton, the lead author of the report, explains these findings:
“First, it turns out there are segments of Facebook power users who contribute much more content than the typical user. Most Facebook users are moderately active over a one-month time period, so highly active power users skew the average. Second, these power users constitute about 20%-30% of Facebook users, but the striking thing is that there are different power users depending on the activity in question. One group of power users dominates friending activity. Another dominates ‘liking’ activity. And yet another dominates photo tagging.”
So, what does this mean for you and your brand? The results highlight that people use Facebook in different ways, which means that in order to maximise engagement with your fans, it’s essential to utilise as many tools and activities available on the platform as possible. Be sure to vary the content – share insights, ask questions, post videos and images – and remember to keep it relevant! By varying the type of content posted, you’ll be more likely to build relationships with your fans.
For more information and to view the full report visit: www.pewinternet.org