Posted by Brad, Chief Explosion Officer
Facebook Pages have really taken a new life after the recent Facebook upgrade. It’s never been easier to connect with fans and engage in conversation on Facebook than before.
We’re in the middle of compiling what is undoubtedly the most comprehensive and in-depth research on University and College Fan Pages. (Similar to when we researched 400 university/college Twitter accounts for the Twitter for Higher Education webinar. If you missed the first webinar, it’s back by popular demand! Register at http://twitter-higher-ed.eventbrite.com)
Here are a few tidbits to tie you over until the full research is ready! If you follow us on Twitter (http://twitter.com/bluefuego) you might have seen these already today! Special thanks to Joe for his great work on this research. He’s a research machine!
When looking at the top 30 Fan pages, determined by # of fans, we’ve noted the following from our data:
- Only 3 of the top 30 are private institutions.
- 25 are public universities with more than 20,000 undergraduates.
- Texas A&M avgs 39.75% more ‘Likes’ per post than any other school in the Top 30.
- 25% of the top 30 open to Wall, 75% open to another tab (Info, About, custom FBML, etc.) Those who open to the wall = averaged a 95% growth in April. Those who opened to another tab averaged 16% growth. Do the math.
- Texas A&M gets more ‘Likes’ per post than any other school, yet is still only reaching 1/2 of 1% of their fan base.
- Ohio State currently has more ‘likes’, more comments, and more fan posts than any school on FB. They also experienced 72% fan growth in April.
- The top 25 fan pages average 18,000 fans. 10 of these 25 pages have not posted any updates since at least April 1st.
Can’t wait to share more!
Brad
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Posted by Brad, Chief Explosion Officer
Facebook is getting very serious with its Insights Data, which is going to help you determine success on your Facebook Fan Pages. (Later this week we’ll be posting more Facebook Fan Page research.)
The updated Insights panel measures many more metrics than the old Insights (Fans…..Comments….. Posts…. Boring.). Now we’re talking Engagement Rate, Interactions, Clickthrough Rate, and much, much more.
A quick look at a client’s Insights, UMass Amherst, shows us where we have had major success through the project in the goal of creating community and interaction with the community on Facebook.
If these graphs were to go back to December/January, you would see flat lines on interaction and comments. People were becoming ‘Fans’ of UMass Amherst, but that was it. By cultivating a community that encourages commenting and sharing, UMass Amherst is now connecting with numerous Alumni and are already able to track a handful of students who have applied and are matriculating back to the conversations that began on Facebook. It’s a wonderful tool for yielding and alumni engagement/communication, no doubt.
One portion of the project has focused on finding more fans to interact with. The UMass Amherst fan page grew 47% in April, compared to an average of 14-16% for most University Fan Pages on Facebook. The 13-17 age range on the UMass Amherst page grew from 1% to 7% of the group this month, but we can see that this group is not commenting at all. The active group this week is primarily Alumni, which correlates with the messages being shared.
We can now see the # of interactions / likes / comments / posts much more quickly than how we’ve been doing it in previous months (manually counting).
It sounds like many more metrics are coming down the road, as well as the ability to export this data (You currently can do this on the old metrics layout). How will you utilize the new Facebook Insights?
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Welcome new and returning clients!
Eastern Illinois University, Franklin College, Fairmont Private Schools, University of Texas of the Permian Basin.
Ready to Ignite the Fuego at your school? Contact us today.
