Facebook Pages are not a Community platform
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The analysis of over 4,500 interactions on Etihad Airways' Facebook page from March to November 2011 reveals a lack of peer-to-peer conversation, with 1,189 conversations started by fans and a predominance of posts by page administrators. Most fan-initiated conversations received limited feedback, with 60% of them having no follow-up. The findings suggest that while there are conversations happening, they largely do not engage the broader community effectively.
Facebook Pages are not a Community platform
- 1. Is a Facebook Page a Community? Mat Morrison Starcom MediaVest Group @mediaczar 25 November 2011 We tracked more than 4,500 posts and comments from Etihad's Facebook Page between 22 March and 18 November 2011. We identified individual conversations (including status updates, wall posts, photo posts) and analysed them to find how many responses they had, and from whom. The outcome? Because the overwhelming majority of Facebook conversations take place in the newsfeed (and because only posts by the Page Administrator can be shown on Fans' newsfeeds) there is Conversations started 1,189 on Etihad.Airways' Wall vanishingly little peer-to-peer conversation, and Fan-initiated conversations receive limited feedback from their peers. Conversations started Conversations by Page Admins 160 1,029 started by Fans Comments on 3,266 775 conversations started by Fans Comments on conversations started by Page Admins Follow-up comments from 112 Page Admins 3,148 Follow-up comments from Fans Follow-up 86 Follow-up comments 294 comments from 395 from other Fans and Page Admins Friends of Fans 1.8% Organic Follow-up Conversation comments from between Fans the Conversation Starter 60% Fan-initiated conversations with no follow up 3.75% Admin-initiated conversations with no follow up