Step Aside Facebook Inc (NASDAQ:FB) “Likes”; it’s the Time for Superfans to Rule
Facebook Inc(NASDAQ:FB) brands have sure learnt something the hard way – a bunch of likes can’t popularize a page alone on the network. It is the superfans, also known as advocates, who engage other fans and pass on content to their friends and acquaintances. Napkin Labs conducted a survey that showed that the work done by one superfan is equal to that done by 75 regular ones.
The study was conducted across 52 Facebook brand pages having a “fan” range between 200,000 and 1 million fans. After a detailed evaluation of 8 weeks and 31.7 million fans, results showed that a mere 6% were involved actively with the page content. Pages with 900,000+ fans were 60% less engaged than those with 500,000 to 600,000 fans, emphasizing the need to have people engaging in conversations and sharing content via interactions.
Napkin Labs CEO Riley Gibson stated that the top 10 most engaged superfans have got 2.3 times more likes and 1.8 times more comments than others who are not that active on the page. He said that brands are losing dedicated fans in their frenzy to increase the number of likes; a fact that has not been paid much importance till date.
Gibson feels that mechanical techniques should be avoided such as promotional texts, discount offers, coupons etc. Although these methods might get more likes, people will not engage in interaction after they like the page. Brands need to approach fans on a more personal level by asking them for opinions, having polls, sharing their experiences with the bran, and so on. Superfans should be further encouraged with rewards and special offers.