October 14, 2011

Inside the upgrades to Facebook & Delicious

New Delicious

What you need to know about recent changes to two key social networks

Target audience: Nonprofits, NGOs, cause organizations, businesses, brands, Web publishers, bloggers, educators, social media managers, individuals.

Debra AskanaseThe social media landscape continually evolves, and it’s hard to keep up with all the changes. Platforms and apps I know and love suddenly have new capabilities, add-ons and new wrinkles. In this new feature, “New and Improved on the Social Web,” I’ll be highlighting some of the latest changes to social media platforms, apps and tools, and commenting on their implications. Let’s start by tackling the recent changes to Delicious (social bookmarking) and Facebook.

Delicious stacks

Delicious, the social bookmarking site — acquired not long ago by the founders of YouTube — just rolled out a completely new Web interface as well as a new product, Delicious stacks. The new interface is fun and updated and brings the brand experience in line with today’s Web experience and expectations. While Delicious has always enabled users to bookmark, tag and publicly share bookmarked URLs and tags, users were not able to compile sharable topic areas. The new feature, Stacks, is Delicious’ version of publicly curated content streams. Any Delicious user may create a topic (called a stack) and add links from around the web to create a stack of the topic. Delicious users can follow stacks, share stacks with others and save individual links within others’ stacks.

With the stacks rollout, Delicious is clearly trying to be a player in the content curation trend. If this succeeds, stacks could easily compete with other curation tools such as Google Reader, scoop.it and Pearltrees.


Open commenting allowed on Facebook pages

Facebook announced a lot of upcoming changes at their F8 developer conference in September. Some of those changes are rolling out now, with implications for your organization’s page.

One of the more significant changes to your page is that any Facebook user can comment on your posts and on your wall, without Liking the page first. Just as you had previously managed your settings to allow fans to write or post content to your Facebook wall, the new permission allows “users” to do so. One note: this is a change that you can opt out of – if you allowed fans to post, the new settings automatically allow any Facebook user to post. Continue reading

August 10, 2011

Nonprofits: Are your Facebook fans engaged?



Participation is the key for getting value out of your Facebook Pages

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, businesses, Web publishers, individuals.

Debra AskanaseI‘ve been digging deep into research about Facebook fan activity lately, in preparation for a few upcoming presentations about social media return on engagement and Facebook engagement. I was delighted to find recent research about Facebook fan engagement from Michael Wu at Lithium and from comScore. Placed together, this research offers three very practical takeaways for nonprofits and brands managing Facebook fan Pages: relevant benchmarks of how deeply fans engage with Pages, the effect of fans on website visits, and how likely fans are to engage with your organization’s services or purchase items.

Basic benchmarks for measuring fan activity

1Michael Wu posits that “fan count is only the most superficial characterization of engagement, because it says nothing about the fans’ subsequent action and their interactions.” To measure the real engagement of a fan Page, Michael looked at different levels of fan engagement: active fans (who comment or post a message on a page), what fraction of posts have comments, amount of interaction among fans on a Page, and number of unique fans per conversation. From his research, he found these Page engagement benchmarks:

  • The number of active fans per day (i.e. actively engaging) is about 3.45% of total page fans.
  • About two-thirds of all posts do receive some activity, but it is normal to expect that around one-third will never receive comments and disappear quickly from a person’s newsfeed.
  • Most Facebook fans are not very loyal to the fan Pages. Only about 30% of the active fans re-engage with the fan Page more than once (i.e. through posting).
  • The probability of a fan returning to the same conversation on the fan Page is low, only about 9.6%.

If a fan never interacts with your Page’s content, then the reach of the Page will never grow, either. The more interactions, the more friends of fans will see your content. This correlates to the comScore research, next.

The role of the newsfeed

2Facebook users primarily interact with a fan Page in the newsfeed. What this means is that most fans don’t ever visit the actual fan Page. How often a fan or a friend of a fan will see your Page content within the newsfeed is determined by how often the actual post is shared, interacted with, and Liked. (See J.D. Lasica’s article for an in-depth look at how EdgeRank works.)

The new comScore report “The Power of Like” offers solid data on why fan activity with a Page is so important: reach. This report is focused on how people interact with the top 100 brands, with deeper analysis of a few large brands.

  • Facebook users spend 25% of their time on Facebook interacting with their newsfeed. In May, 27 percent of engagement on Facebook.com occurred on the homepage and newsfeed, followed by profile viewing (21 percent), photo viewing (17 percent) and usage of apps and tools (10 percent).
  • Facebook users are 40 to 150 times more likely to see branded content in the newsfeed than to visit the fan Page itself.
  • Friends of fans is an important potential segment for organizations to reach. Friends of fans typically represent a much larger set of consumers (34 times larger, on average, for the top 100 brand pages) and may receive social media brand impressions through their Facebook friends. In the graph below, you can see that for every fan that visits Starbucks’ Facebook fan Page, 156 others see the brand Page’s updates through the newsfeed.
  • Continue reading