update has been available for brands long enough now that we’re finally able to
gain some useful data about the effect they have on marketing efforts, and the
initial information seems pretty positive.
Most notably is a recent report from social media analytics
firm Sotrender, which says that Facebook posts now live longer on Timeline that
that did before the format change. Before, half of the comments made on a brand’s
Facebook post were made within the first hour of it being put up, but since the
Timeline switch, that average has increased to 2.5 hours.
Unfortunately, the study was fairly limited. The
London-based company only looked at 130 U.K.-based brands and about 5,000
Facebook posts, giving them a usable but ultimately limited sample.
Still, this is the first such study since the big move to
Timeline, and it does present some very interesting information that could interest
companies on the social network.
For instance, the report shows a 13-percent increase in the
average number of users that interact with a post. Plus, about 80 percent of
comments are now made within 8.5 hours of a posting, a two-hour extension over
the previous average.
But the more things change, the more they stay the
same. Timeline hasn’t contributed to a significant hike in a brand’s overall
number of fans, nor did it improve the average number of “likes,” posts and
comments per user or cross-page engagement.