The debate on the usefulness of Facebook pages rages on, but some recently released information from social marketing platform Recommend.ly shows that many business users are struggling to capitalize on the engagement opportunity presented by the social network.
The Recommend.ly study, which follows up on similar research released in March 2012, reveals low loevels of active Pages, a fall in the average number of posts and a Huge drop in engagement rates. Recommend.ly found that 2 out of 3 Facebook Pages are inactive in some way: 63.9 percent had no cover photo, 70.1 percent made zero posts in a month, 83.4 percent never participated in discussions, and 50 percent had less than 300 fans.
The study also revealed quite a few other valuable insights:
- Cause/community pages account for roughly 37 percent of all Facebook Pages, followed by those in the Personal Brand (20.2%) category and Local Business (17.4%).
- The average fan count of Facebook pages is 6,825, but 73.3 percent have less than 1,000 fans (50% less than 300) and only .1 percent surpass the million fan mark.
The posting habits section of the research study is also worthy of note. Previously mentioned was that 70.1 percent made zero updates. 8.2 percent made 1-5 updates, 18.6 percent made 6-99 updates, and 3.2 percent made over 100 updates in the course of one month.