One of the most important factors for success on facebook is a two-way communication – especially if fans post on a page’s wall. But how do pages handle this kind of attention? To answer this question, we analyzed about 60,000 pages with over 2,7m fan posts for the time period of three months.
The results:
- The great majority allows comments on their wall, just 17% do not
- Only 28% of all fan posts get a reaction by the page. The rest stays ignored
The following analysis just refers to those pages which allow fan posts on their wall.
Response time
A lot of reactions are happening within one day: 71% of all posts are commented, liked or deleted in 24 hours; 20% even in less than two hours.
International comparison shows that Germany is the country which reacts the fastest with a response time of 12,2 hours, Austria need 12,3 hours, Spain 13,1 hours, USA 13,3 hours and Great Britain in 13,4 hours.
If you look at the industry, you’ll see the finance sector is the quickest one: The median responses within 9,5 hours, the best 10% even within 30 minutes. The car industry performed the worst: Half of the pages need longer than 15 hours to react to a post.
Service level
The service level shows in percent value how many posts get a reaction in relation to all posts the page gets. The higher, the better. The median of all pages who allow posts is at 25% service level. More than one third doesn’t react at all.
From all countries Spain performs best: The median is at 50%, Austria, Switzerland and Portugal are at 33%, Germany at 25% and the USA are last in line with 11%.
Again the finance industry holds the first place with the median at 77%. The worst ones are musicians and bands, half of their pages react on 1% of the posts at the most.
Correlations
The more posts a page gets the quicker it responds. That means: The median of the response time drops when the amount of posts grows. An answer to this could be that pages are more professional and interested in a two-way communication when they get more than 50 posts a week. On the other hand it might be possible that the users learn from the past and post more often when they know they’ll get a quick reply.
With more posts the answer comes faster, but the amount of replies gets less though. Half of all pages react on 4% tops if they get more than 70 posts per week. If they get more than 100 posts a week, the median service level is even at 0%. But you have to consider with this amount of posts there will be a lot of content that doesn’t need an answer at all.
Increasing service level means more growth of the page as well. The median shows that pages with higher service level have almost twice the growth rates than pages with a low service level. A page that interacts with its fans a lot, looks to be more alive and that is an important fact for more growth.
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All calculations were made with Fanpage Karma. Fanpage Karma is an online tool used to analyze Facebook pages. Users can monitor an unlimited number of Facebook pages. Either their own page or those of competitors. Fanpage Karma provides valuable insights on posting strategies and performance. It gives hints on how to improve engagement. The analysis includes best posting time, best performing post types, top supporting fans, topic analysis, link sources, an extended posting history with engagement and much more. Try it for free here www.fanpagekarma.com
