Engagement on the Facebook walls of leading brands is down 22%. Brands aren't playing for the long term. Engagement is the crown jewel of a community marketer. It's always talked about and drives the relevance and power of the platform. We reviewed public engagement data for 300 of the top brands on Facebook over a one-year period starting in July 2010. The results show a clear decline in average engagement.
Many are likely to blame Facebook, but it's more likely that marketers themselves have led to this decline. Dissing audiences with bad content, coupons, polls, contests, and boring filler is the way to blow off engagement in the long run, even if it makes a few campaign results shine in the short term.
Not all 300 brands saw a decline. Some brands were rock stars and beat the Street. The winners included brands like Deutsch, Renault, Hermes, Lowe's, and Chanel. These brands didn't have the most fans, but day in and day out, they are performing magic in keeping their fan base engaged.
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