Earlier today, independent research group Mainstay Salire released a white paper comparing the fans of corporate and local Facebook pages. According to Mainstay’s data, 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. (Engagement could mean anything from viewing a photo or watching a video to clicking a link, liking, commenting, or sharing.)
Combining those two factors—five times reach and eight times engagement—Mainstay concludes that a local fan is 40 times more valuable than a corporate fan on Facebook.
This new data confirms what has been reiterated time and again both by Facebook (as evident in this fMC conversation between Facebook VP David Fischer and Walmart CMO Stephen Quinn) as well as Hearsay Social, where making the enterprise successful on social at the local level has always been our top priority.
Our design team whipped up an infographic to visualize exactly how this plays out when you trace the path from a Page post to actual engagement on the user level:
What else can we learn about the benefit of local pages? Depending on your social media goals, there are benefits across the board, though it’s clear now that just accumulating as many fans as possible shouldn’t be the end goal.
1. Getting more link clicks
We know from our research that a large portions of posts on social media contain links. Most people post those links in hopes that someone will click them, but are people more likely to click links from bigger or smaller pages? As it turns out, smaller pages see higher clickthrough rates per fan. Not only do more fans see the link, but more of those that see the link are likely to click it.
2. Using more effective media types
Not all post types are equal. We looked at this before but it is even more obvious when comparing corporate and local pages. Looking at “People Talking About This” (PTAT), which is a count of everyone that has commented on, liked, or shared your post, we can see that certain types of posts get more traction. For local pages, photos are the most effective form of media, followed by status updates, videos, and, last of all, links. Interestingly, photos are the second most effective media type for corporate pages, trailing videos. My take is that large corporate pages videos get the most PTAT/Reach because corporate has a bigger budget and thus higher production value on the videos they produce and post to Facebook.
3. Avoiding negative feedback
Not everyone is aware of the negative feedback metrics on Facebook but they are very important. When your posts appear in someone’s News Feed, the user can choose to hide the story or to unsubscribe from your page’s posts completely. In either instance, you would lose the opportunity to reach that person with your content. Looking at the percentage of fans reached who submit negative feedback, we found that larger pages are more likely to elicit negative feedback. This could be caused by many factors, but it most likely comes down to lack of interesting, original content from corporate.
To conclude, we cannot say enough how important it is to make sure you update your Facebook timeline with unique, timely, and relevant content to the user. And, for large enterprises struggling to engage with individuals across social, the key lies in unlocking the power of local.
Feel free to share in the comments any trends you’ve noticed on your own social media pages! And be sure to download the Mainstay report, The Power of Going Local: Comparing the Impact of Corporate vs. Local Facebook Pages.