One of the questions asked of Dr Karen Nelson-Field’s analysis of facebook fans engagement with their brands on facebook is whether the result is simply due to slack social marketing by the brands in question.
Given that Karen analysed the 200 brands with the most facebook fans it seems a bit of a stretch to say that these brands “don’t understand facebook”.
Some have speculated that brands that understand passionate loyalty probably do much better. But Karen’s analysis included brands such as Old Spice, Harley-Davidson, Ferrari, and Tiffany & co.
Finally, Karen’s analysis included facebook’s own facebook fans. In a typical week only 0.28% ‘talk about’ facebook on facebook. Maybe facebook itself doesn’t care much about fan engagement, after all they are clever marketers.