Top 50 Branded Fan Pages Ranked by Amplification
Which of the Top 50 Branded Facebook Fan Pages are best at reaching their fans' friends through their updates? The answer to this question is critical: Are you broadcasting to your fans only, or are your fans "serving as a conduit for brand exposure to friends within their respective social networks?" as comScore put it in their new study "The Power of Like 2: How Social Marketing Works."
Facebook Amplification Ratio
Thanks to our friends at Expion, a social media marketing platform, we are able to analyze both the total fan impressions and the total fan responses by reviewing every public post every Top 50 page made during the month of May. From there, we used the Amplification Ratio developed by comScore, which is simply
Impressions from Friends of Fans / Impressions from Fans
Anything over 1.0 means that the brand gets more impressions from their fans' friends than they do from their own fans.
Friends of Fans Buy Products
It's important to reach your fans' friends because we've seen many studies showing that friends of fans are much more likely to buy than the general population. The new comScore Power of Like 2 study even included this chart showing this for top retail brands.
Amplification Ratio Varies Dramatically
According to comScore, the top ten corporate brands had an average Amplification Ratio of 1.05 (Range: 0.42 to 2.18) and the top 100 brands (excluding Celebrities & Entertainment) had an average Amplification Ratio of 0.84 (Range: 0.06 to 2.87).
The Top 50 Branded Facebook Pages Average 0.30 (Range: 0.00 to 1.66). Since these are the largest brand pages on Facebook, the lower numbers suggest that it may be harder for large pages to increase this ratio since their fan impressions count is so high. Intuitively, this makes sense, as we know that the percentage of active fans shrinks as pages grow.
As you can see in the attached chart, however, regardless of size, the Amplification Ratio is highly variable.
While iTunes and DC Shoes are over 1 (meaning they get more than 1 impression from a friend for every impression they get from a fan), Nutella, Oreos and Skittles barely register. This means they are not getting the volume of activity (likes, comments, shares) relative to their fan impressions that would get them into their fans' friends News Feed.
How the Top 50 Branded Fan Pages Rank in Amplification
When you look at the Top 50 Branded Facebook Fan Pages, Facebook, YouTube, Coca-Cola, Disney and MTV dominate. But the rankings are dramatically different when you sort them by their amplification ratio, or their ability to reach their fans' friends. Suddenly, DC Shoes is number 1 and three pages don't make the list (Ferrero Rocher, Hello Kitty and Windows Live Messenger did not make a public post in May). Here's the complete list:
|Company Posts||Est. Fan Impressions||Est. Friend Impressions||Amplification Ratio|
|Walt Disney World||40||67,299,578||14,110,338||0.21|
|Victoria's Secret Pink||15||28,454,395||3,713,188||0.13|
Using Expion, we track the largest brand pages on Facebook. Expion is able to track all public posts, total fans and the activity of all active fans. Because of this, Expion is able to calculate the maximum number of impressions a page can generate, which is defined as the number of posts times the number of fans, plus the number of fan actions times the average number of friends per active fan. To normalize this, I multiplied fan impressions by 16%, which we know from Facebook is the average number of fans who see a given post. For friend impressions, I multiplied the impressions by 12%, as we know from Facebook that that is the average number of your friends who see a given post.
From there, we took all the public brand posts (meaning not geo-targeted or age gated) in May 2012 (2,117 in all, including 182 from MTV and 149 from Yahoo) and tallied these impressions. We divided friend impressions by fan impressions to calculate the Amplification Ratio. You can do the same thing for your page using Facebook Insights data.
How does your page stack up?
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