Andy Pilkington's recent articles
Posting regularly and at least once per day is the first step to build Facebook engagement
Brands with less than 1% of their community engaging tend to post at irregular intervals, making it hard to build an involved community.
A few weeks ago, we introduced the Engagement Curve, showing that the proportion of people engaged within a Facebook community drops as the fanbase gets larger. We also showed that 70% of brands perform below the average. Whilst our previous case studies have looked at how brands such as Mercedes-Benz, Asda or the TV show Game of Thrones are beating this downward trend, this case study looks at ten underperforming brands and what they have in common.
We investigated brands with communities between one to four million fans, but very low engagement at under 1%, which includes brands such as Colgate, Smarties, TicTac, Reebook, Neutrogena or Billabong. The topics they post about and the types of posts they use vary considerably from one brand to another. However, the common trait in their strategies is irregular and infrequent posting. Between mid-August 2012 and mid-March 2013, all the brands posted less than once per day on average and most of them also had prolonged periods where they did not post at all. This suggests that irregular and infrequent posting prevents communities from developing sustained engagement. Posting consistently at least once per day is the first step in building an actively engaged community.
All the brands underperform compared to the average for their size, with below 1% engagement:
Overperforming brands post at least once per day, whilst brands with under 1% engagement post less regularly:
Many of the brands analysed also have prolonged periods of no posting:
- Irregular posting causes low community engagement: Brands such as Reebook, Smarties, Nesquik and VitaminWater post very sporadically with up to 88 consecutive days of community manager inactivity in the case of Reebok. This prevents the development of sustained engagement among fans and brands which post less than once per day have been shown in a previous article to have lower engagement
- Consistent activity is the first step to building an engaged community: Posting continuously at least once per day will help brands build regular fan involvement. However, this is just the first step and brands should then refine their strategy to understand exactly which content is best to engage fans