The Multiplier effect of the Facebook Newsfeed
It may just be that the Newsfeed, and not the fanpage, is the most valuable real estate on Facebook for marketers. So says new research jointly produced by Facebook and comScore that shows Facebook users are 40-150 more times more likely to consume branded content in the Newsfeed than they are by going to the fanpage. And, thanks to the power of the Newsfeed there’s a new way to calculate your potential social media reach.
The research reckons that friends of fans create a multiplier effect for pushing content through Facebook. It’s pretty obvious that a brand’s fanbase is just a fraction of the fanbase’s total network of friends and friends of friends. How much smaller?
Friends of Fans typically represent a much larger set of consumers (34 times larger, on average, for the top 100 brand pages) and can receive social media impressions by way of their Friends.
The researchers go on to say…
When a brand focuses on acquiring and engaging Fans it can benefit from a significant secondary effect – exposure among Friends of Fans that often surpasses reach among Fans.
This is an important finding for marketers interested in evaluating the earned media impact they get from their Facebook investment. Perhaps the most interesting point is that the researchers see a strong benefit in trying to catch the attention of Friends of Fans to grow community size and engagement. Facebook figures that for every Fan of the top 100 brands there are an additional 34 Friends of Fans that can be reached. For smaller fanpages, the potential is even higher: reaching 81X for Fans of brands closer to the top 1000. This graphic provided by the researchers says it better:
Of course there are a lot of big assumptions built into this. Nobody is saying that it’s just a matter of getting your brand’s fanpage before the eyes of Friends of Fans, and that will instantly boost your numbers. No, they have to find the detail of interest, and, eventually Like-worthy. The trick for brands and organizations looking to build fan engagement is to consider more broadly their audience, their interests and their passions and build these learnings into your updates.