Frozen Frogs analizza le aziende e Facebook

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Secondo la società di analisi, il numero di fan che una pagina di azienda ha su un social network, e nello specifico su Facebook, non sarebbe un reale metro di popolarità di un’azienda. Questo quanto riportato da Frozen Frogs, agenzia di analisi dei media, che ha basato la sua ricerca sulle centinaia di Pagine Fan presenti su Facebook per rilevare un E.R. (Engagement Rate) e valutare l’efficacia degli investimenti delle aziende sul social network.

 

 
Secondo il team di Frozen Frogs, l’E.R. permetterebbe in se di capire la reale interazione di utenti e marchio, e soprattutto di capire quali sono le argomentazioni che più riescono a colpire gli utenti tanto da permettere di apprezzare veramente un contenuto di pagina.

 
Su Facebook, sono stati contati ben 8 milioni di iscritti al giorno a Fan Page, ma sicuramente non tutti attivi.
Secondo le parole di Gianluca Arnesano, l’A.D. di Frozen Frogs, solo lo 0,16% degli utenti iscritti ad una Fan Page risulta essere attivo, anche su pagine di larga scala che fanno oltre un milione di fan, a dispetto di piccole community con molti meno fan che fanno realmente interazione con i propri utenti, li coccolano e li portano ad essere legati al brand.

 
Per la ricerca sono stati presi a riferimento diversi tipi di pagina, ed aziende italiane ed internazionali. I contenuti risultati apprezzati sono stati:

  • Nuovi prodotti
  • Offerte
  • Pubblicizzazione di obiettivi aziendali raggiunti e da raggiungere
  • I test

Arnesano dice che: “Facebook è anche intrattenimento e coinvolgimento e gli utenti apprezzano molto quando l’azienda propone dei contest e pubblica con continuità contenuti multimediali“.

 
Le imprese che maggiormente risultano attive sono quelle del settore Automotive e per l’Italia abbiamo Piaggio, Ducati, FIAT; subito dopo la moda con Dolce & Gabbana e Nolita; infine, abbiamo la politica, dove il Presidente USA Barak Obama la fa nettamente da padrone, mentre a dispetto di tutte le aspettative, Silvio Berlusconi risulta veramente poco popolare.

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