麻豆淫院

(麻豆淫院Org.com) -- It wouldn't be much of a friendship if you said 'hi' then didn鈥檛 speak again for the next few years, yet that鈥檚 a fair summary of the relationship many Facebook users have with brands they clicked on as 鈥榣iking鈥�, according to a study by University of South Australia鈥檚 Ehrenberg-Bass Institute for Marketing Science.

Social Media Researcher Dr Karen Nelson-Field says many brands moved quickly onto Facebook when it emerged as the new frontier for reaching an audience but it has since proved a challenge to engage with those who claim to 鈥榣ike鈥� them.

Dr Nelson-Field has crunched the data on the new publicly available engagement tool Facebook released late last year called 鈥楶eople Talking About鈥�. The feature counts user-initiated activities on a Page, including posts, phototagging, liking content on the page, shares, check-ins and new fan likes.

鈥淲e looked at the relationship between fan growth and the number of people talking about it for the top 200 brands on Facebook over a six-week study,鈥� she says.

While the average proportion of interaction relative to fan numbers is 1.3 per cent, turns out that the bulk of this is actually joining or 鈥渘ew likes鈥�.

The average growth (week to week) in numbers of fans is almost 1 per cent, so there is a strong positive correlation between average weekly fan growth and the proportion of 鈥榯alking about鈥� numbers to total fans.

Put another way, in any given week less than half of one percent (0.45 per cent) of a brands Facebook fans actually talk about it. This means, most fans are pretty unenthusiastic ones - after initially clicking 鈥榣ike鈥� they rarely ever interact with the brand again on Facebook.

鈥淲hile 0.45 per cent is not a totally miserable figure, it is a sobering one, particularly given engagement is supposed to be what differentiates Facebook from other mass reaching media,鈥� says Dr Nelson-Field.

鈥淏eing a fan now seems like too much hard work for the average Facebook user. People are disliking brands now because of the frequency of the posts the brand puts up,鈥� she says.

鈥淔inding that fans are not overly interested in interacting with a brand is not surprising to us. Most buyers care little about most brands.

鈥淏uyers are polygamously loyal, so we switch between a few brands in the category. This is an empirical regularity and documented as marketing law.

鈥淭his doesn't mean we don't think Facebook is an important part of the marketing mix - we do - we simply encourage marketers not to spend a disproportionate amount of time and money trying to facilitate engagement or drive loyalty when we know that鈥檚 not going to happen with the push of the 鈥榣ike鈥� button.鈥�