With estimates that as many as 47% of small businesses do not use social media, getting social online can be your key to beating the competition. Some entrepreneurs think this means they need to develop custom web applications or apps. Not necessarily…
Internet marketing research company comScore released a white paper detailing which Facebook features for business receive the most usage by consumers. The results? 27% of Facebook browsing is on the news feed and home page. (Side note: this is also 4% of all time spent online in the US.) After that, 21% of user time was spent on profiles, 17% on Photos, 10% on applications, and 25% on the rest of the site. Therefore, the bulk of user engagement with brands took place on the news feed, not Pages. Despite this data, the average brand in the top 100 Facebook Pages reaches only 16% of their fans per week if they post five days a week.
According to Inside Facebook, “These stats should illuminate that brands should put more effort into optimizing their news feed posts than developing apps for their Pages if they want to reach the most people.” They also note that the report is based on a two million person opt-in panel of web internet users that agreed to be observed. The sample size is ample, though it might skew towards savvier and more open-minded users.
What is the take away from this? Small businesses should post to Facebook at least once every day, and then focus on getting Likes, comments, and re-shares to increase the visibility of their posts by having them viewed in users streams.
Want to make an appointment to discuss Facebook or other social media questions for your small business? Call the Southwestern College SBDC at 619-482-6391 to set it up.
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