{"id":1037,"date":"2012-05-14T20:13:53","date_gmt":"2012-05-14T19:13:53","guid":{"rendered":"http:\/\/blog.sotrender.com\/?p=1037"},"modified":"2015-12-01T22:29:00","modified_gmt":"2015-12-01T21:29:00","slug":"posts-longer-lifetime-fans-bigger-engagement-uk-facebook-before-and-after-introducing-of-timeline","status":"publish","type":"post","link":"https:\/\/www.sotrender.com\/blog\/2012\/05\/posts-longer-lifetime-fans-bigger-engagement-uk-facebook-before-and-after-introducing-of-timeline\/","title":{"rendered":"Posts\u2019 longer lifetime, fans\u2019 bigger engagement: UK Facebook before and after introducing of Timeline"},"content":{"rendered":"

Launching Facebook Timeline<\/strong> has made lots of buzz in interactive media<\/strong>. Sotrender<\/a> analysed how it has really influenced both user and company communication.<\/p>\n

Timeline – introduced for all business profiles during March 2012 – is announced to be the biggest change to the b ever. Timeline has brought opportunity to trim up company\u2019s Facebook page and promote the most important content. It is said, that the b for marketers is that \u201cTimeline is a collection of the photos, posts and experiences that help you tell your story.\u201d
\n
\nNow, when it\u2019s over a month since Timeline has become mandatory for all the companies, Sotrender<\/strong> has decided to check if number of posts<\/strong> per day, percent of engaged users<\/strong> per fanpage, average posts\u2019 lifetime and average number of likes<\/strong> or comments have changed. After analyzing 130 biggest UK company profiles and almost 5 thousand posts there came a conclusion.<\/p>\n

None<\/strong> of the following metrics changed<\/strong> significantly in the after-Timeline period:
\n\u2022 page posts per day
\n\u2022 content type distribution
\n\u2022 percent of engaged users per fanpage
\n\u2022 average number of likes, comments and posts per active user
\n\u2022 average response (likes and comments) per post
\n\u2022 cross-page engagement (percent of page’s engaged fans also engaged on other pages)<\/p>\n

However, there are two very important changes which cannot be overlooked.<\/p>\n

Posts live longer<\/h3>\n

Sotrender\u2019s<\/a> study shows that with launching of Timeline average post lifetime<\/strong> is much longer. Before April, by average, users made half of their comments in less than 1 hour. Now, the time in which post gets half the attention and feedback has extended to 2 hours 30 minutes.<\/p>\n

\"\"<\/a><\/p>\n

What is also important, 80% of all comments<\/strong> are made in circa 8 hours and 30 minutes (2 hours more than before timeline). It\u2019s important information from the marketers\u2019 point of view. If company writes too often, the new posts may cannibalize users engagement of the previous ones.
\n<\/strong><\/p>\n

Bigger engagement<\/h3>\n

Apart from post lifetime, introducing Timeline helped to exceed 13% growth in the post engagement. Before the Timeline average post triggered the activity of 158 fans. Now it\u2019s 179.<\/p>\n

\"\"<\/a><\/p>\n

Update: The analysis has just been covered on Read Write Web<\/a>\u00a0and The Next Web<\/a>.<\/p>\n

Authors of analysis<\/strong>: Dominik Batorski, PhD (Head of Research), Jacek Szejda (Analyst), \u00a0\u00a0Jan Zajac, Ph.D. (CEO), Aleksandra Polak (Analyst)
\n***
\nThe study reference periods were last two weeks of February and two weeks in April 2012. The Study is based on data gathered and analysed by Sotrender<\/a>, an online tool for analysis, reporting and optimisation of Facebook marketing activities.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Launching Facebook Timeline has made lots of buzz in interactive media. Sotrender analysed how it has really influenced both user and company communication. Timeline – introduced for all business profiles during March 2012 – is announced to be the biggest change to the b ever. Timeline has brought opportunity to trim up company\u2019s Facebook page […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1779,1783],"tags":[329,333,339],"yoast_head":"\nIntroduction of Facebook timeline changes fanpages in UK<\/title>\n<meta name=\"description\" content=\"Our analyse shows that after introducing mandatory timeline posts' lifetime has changed. 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