Facebook talking about stats

May, 2012

Sample: 750 pages, 2.3 billion likes, April-May 2012

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Chosen manually, mostly company fan pages, plus some public figures and stars

Assuming ten likes per user, represents more or less 10% of total likes

Heavily weighted on large pages (over 500k fans)

Talking about – new likes per week/total fans

New likes per week/total fans

Talking about per week/total fans

Pages classified in categories and sub-categories

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Unchanged overall fan growth and engaged ratios

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Smaller (<1M fans) pages shared similar overall trends

but had slightly higher engaged ratios

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Small pages, up to a million fans Large pages, more than a million fans

Confectionery (250M fans) had lower fan growth and

engaged ratios compared to other categories

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Candy and ice cream were the best performing

confectionery subcategories, chewing gum the worse

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Pages within the same sub-category performed very

differently, with size playing a role

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Stars/sport-clubs and groups (with many pages)

top the overall scale

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The confectionery landscape is dominated by

Mars, Ferrero and Kraft

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On average, Kraft had similar fan growth and higher

engagement compared its confectionery peers

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Kraft’s high engagement levels were mainly due to its

Halls Brasil page

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Kraft’s talking about figure declined towards the end of

the period

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All confectionery pages minus Kraft Kraft confectionery pages

Compared to the first days of April, Kraft held its fan

growth rate and lost about 20% of its engaged value

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Oreo acquired large numbers of new fans at the middle

of April

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Standard deviation analysis can help categorize

pages’ posting and fan growth policies

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Consistently engaging content

Sporadically engaging content

Spiky fan grow

Steady fan growth