Conflicting Facebook Studies Should Be Taken With a Grain of Salt

April 17, 2012

Search Engine Watch’s Miranda Miller recently reported on some interesting brand trends resulting from Facebook’s switch to the Timeline in the article “Conflicting Facebook Brand Page Studies Highlight Universal Truths in Online Marketing.”

According to the article, there have been conflicting reports regarding fan engagement with the new Facebook timeline. Simply Measured’s study found that fan engagement increased 14 percent; content engagement was up 46 percent; and interactive content engagement skyrocketed 65 percent. EdgeRank Checker, on the other hand, concluded that brand pages are seeing a drop in engagement, regardless of whether they’ve switched to Timeline. Plus they had a much larger sample group of 3,500 pages compared with Simply Measured’s measly 15.

After sitting several other conflicting studies that are bound to make your head spin, Miller encourages readers not to drink the Kool-Aid:

“We can use their data not at face value as the be-all-that-ends-all or cornerstone of our own strategy, but as a benchmark for our own pages. It could mean as much to you as the catalyst for a full audit of your own accounts, or as little as a piece you skimmed over in 30 seconds and might only recall as, “I heard something, somewhere about that… 190 percent or something, what was that…”

Okay, Facebook helps reveal “universal strategies”. We’re believers in universal strategies from the commons, are you?

Jasmine Ashton, April 17, 2012

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