Hearsay Social Reveals Comprehensive Study of Over 14 Million Consumer Interactions on Facebook Showing Local Fans Are 40 Times More Engaging Than Corporate Fans
March 29, 2012 — San Francisco, CA — Hearsay Social, provider of the leading enterprise social marketing platform, today announced results of a comprehensive social marketing study of 14 million consumer interactions on Facebook conducted by independent researcher Mainstay Salire, which reported that the typical local Facebook Page fan is worth 40 times a typical corporate Page fan. In fact, the typical Facebook post from a local Page reaches five times the percentage of fans as a corporate post, and eight times as many of the fans reached will engage with that post.
“What the research shows is that, pound for pound, local fans deliver exponentially more marketing value than corporate fans,” said Craig LeGrande, Managing Director at Mainstay Salire. “These results suggest that a corporate-based Facebook presence is fine, but that’s only the tip of the iceberg. A broader strategy that integrates your corporate Facebook presence with a network of local pages has the potential to drive dramatically greater business results.”
Mainstay Salire looked at a range of Facebook Page types, from those built by local businesses and branches with a handful of fans (from 30 to 100) to giant corporate flagship pages boasting more than 100,000 fans. While, at first glance, large corporate Facebook Pages have the clear advantage in their large fan bases and engagement, Mainstay discovered that local Facebook Pages actually have five times greater reach per fan and eight times more engagement per fan reached. In short, one local fan is equal to 40 corporate fans.
Hearsay Social enables enterprises to engage with their customers via social media at every level of the organization– from brand to region to local stores, agents, or employees. Hearsay Social delivers enterprise-class scale, reliability, and regulatory compliance for financial services, insurance, retail, and other distributed organizations on social media. Today, tens of thousands of company brand ambassadors use Hearsay Social to deepen customer relationships across Facebook, LinkedIn, Twitter, and Google+.
“We launched Hearsay Social on a vision that social media would forever transform the business-to-customer relationship,” said Hearsay Social CEO Clara Shih. “These new results from Mainstay reaffirm that the smartest social marketing is happening at the local level.”
Mainstay Salire conducted an in-depth study of Facebook post engagement on Hearsay Social-managed pages across a wide range of business pages. The participants were primarily businesses in the insurance, financial services, and retail verticals. The pages ranged in audience size from 30 Facebook fans to the tens of millions. All data came from the Facebook Insights API and included information on the impressions, consumptions, and engagements of content shared across the Facebook network. The study looked at the time period of 12/1/2011 to 12/31/2011. Mainstay conducted additional research and analysis before compiling the findings in a final report. Customer identities were hidden to respect the confidentiality of study participants.
About the Hearsay Social Platform
The Hearsay Social platform delivers enterprise-class scale, reliability, security, and complete compliance for enterprises on social media. Today, tens of thousands of advisors, agents, local representatives, and franchisees rely on the Hearsay Social platform to engage in compliant social conversations with over five million customers. The Hearsay Social platform is the only comprehensive platform that both protects and empowers on every social network and at every level of the organization, from firm to business unit to individual employee.
● Hearsay Social Campaign Management and Page Management now includes Hearsay Social for Facebook Pages Brand Timeline for scheduling and publishing posts and cover photos, pinning and starring, and distributing campaigns across firm, business unit, and individual employee profiles, business pages, and timelines.
● Hearsay Social CRM for deepening customer relationships.
● Hearsay Social Analytics to roll-up metrics on social media profiles across the company.
● Hearsay Social Compliance Module for monitoring of brand pages, FINRA/SEC compliant infraction monitoring, capturing, archiving, and Rogue Page Finder.
● Hearsay Social Enterprise Architecture including single sign-on (SSO), LDAP directory integration, and integration with CA Siteminder and HP Autonomy to deliver security, compliance, ease of use, and scale.
About Hearsay Social
The world’s largest companies, including State Farm, Farmers Insurance Group, Northwestern Mutual, 24 Hour Fitness, and Orchard Supply Hardware, use Hearsay Social’s award-winning technology platform to build stronger customer relationships, achieve regulatory compliance, and bolster their brand across all the major social networks, including Facebook, Twitter, LinkedIn, and Google+. Hearsay Social, a Facebook preferred developer, Google+ launch partner, LinkedIn strategic partner, and SIFMA strategic partner, has raised $21M from Sequoia Capital, NEA, and top executives from Twitter, Facebook, LinkedIn, Google, and YouTube, and is headquartered in Silicon Valley with offices in New York and Ohio.
About Mainstay Salire
Mainstay Salire is a recognized leader in quantifying and communicating the value of technology investments as well as an industry leader in the development of value-based sales tools to leading companies such as Cisco, EMC, and Oracle. Founded in 2001, Mainstay Salire serves as an independent advisor to some of the most admired companies in the world. Visit www.mainstaysalire.com for more details.