Who “likes” an advertisement?

If you remember, way back in the olden days, Facebook users were “fans.” In April, 2010, Facebook changed its terminology from “become a fan” to “like.” As Facebook changes all the time, this new update angered some, but the masses quickly adjusted.

“Liking” Means Interactivity

Yet this seemingly innocuous word change brought an entirely new social facet to browsing the internet. According to John Sutter, CNN correspondent, by clicking the thumbs up icon, you are indicating that you find the content interesting, relevant, or helpful. At the surface, “liking” something allows users to share content they like with their Facebook friends. As we all know now, many websites are synced with a user’s Facebook, allowing that person to easily create, comment, and share content.

Advertisers Like Facebook Users to “Like” Them Back

However, along with this advancement came a whole host of unseen opportunities for advertisers. The “like” addition has allowed advertisers to create and cement their brands among users. When users see a familiar product advertised on Facebook, they click that harmless thumbs up sign to show their approval.

But it is the advertiser’s duty to make their Facebook page inviting and engaging. To truly create interactivity, that which all internet users seek, advertisers must create a Facebook experience. Hundreds of thousands of people “like” a page, and promptly forget about it. The main goal is to keep users engaged with the product.

Actively Engaging With a Brand

A user who is actively involved with a product’s page (that is, any user who comments on a brand’s posts or wall) is called an active fan. The ratio of active fans to total fans is usually relatively low; for most companies that percentage is well below 1%. Below is a table which shows the top 10 Facebook fan page brands and the percentage of active fans.

  1. Dr. Pepper (147,462 active fans out of 10,413,502): 1.42% active fans
  2. Sony Ericsson (69,976 active fans out of 5,489,372): 1.27% active fans
  3. Walt Disney (91,391 active fans out of 7,195,124): 1.27% active fans
  4. Taco Bell (92,568 active fans out of 7,426,976): 1.25% active fans
  5. Walmart (77,392 active fans out of 8,493,630): 0.91% active fans
  6. National Geographic (57,961 active fans out of 7,055,930): 0.82% active fans
  7. Zoosk (44,491 active fans out of 5,523,311): 0.81% active fans
  8. Blackberry (61,492 active fans out of 7,894,725): 0.78% active fans
  9. Mountain Dew (44,459 active fans out of 5,942,900): 0.75% active fans
  10. Disneyland (73,047 active fans out of 10,499,931): 0.70% active fans

From Ignite Social Media Blog

What do you think makes a Facebook page garner more active users than others? We’ll take a look here at that topic next time.


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