The 1-out-of-6,250 math of Facebook fan pages

Is this a sign of a bubble? Lately you can’t watch a TV spot without seeing a major brand bray “visit us at Facebook.com/Brandname.” This would be a bit funny if we hadn’t seen it before, a decade ago, when firms cried out their AOL keywords in every advertisement. We surfed over to an old discussion board about “What happened to AOL keyword ______?” and found these prescient comments:
Question: I remember about 10+ years ago, whenever a tv commercial or something had an add [sic], they would give a website or “aol keyword food” or something like that… however, you never hear this anymore… ist it even around still… just wondering, does anyone even remember this.. or heck, did anyone ever even use them, i didnt.

Answer: It is no longer fashionable to advertise AOL keywords, since the better companies have their own websites, and the members of the buying public are now savvy enough to visit REAL websites instead of AOL keywords (even though a number of them still aren’t smart enough to ditch AOL as their ISP).
Sound familiar? So let’s do some quick math on how well Facebook, the modern AOL portal, is performing. To see how one of the world’s largest banks fares on today’s largest social network, we visited Bank of America’s Facebook fan page.
1. Bank of America has 9,367 Likes.
2. Bank of America serves 1 out of 2 homes in the U.S., about 57 million households.
3. Do the math, um, carry the 2, and that is a 0.016% Like rate.
Of course, not everyone is on Facebook, but households typically hold more than one person, so we’ll call it a wash. We’ll also not discuss that Bank of America has 300,000 employees and operates in 40 countries, so the % response is actually much lower. Conclusion: 1 out of 6,250 U.S. Bank of America customers Like them.
It is curious that so many brands are rushing to stake a place inside the Facebook portal, when the potential Like payoff has so little value. Facebook users don’t really care to connect, in the majority, with companies; if they want to find your brand, they can do so via Google or by typing in your URL. And if they want to Like you, you can promote the option with a button on your own website. Truth is, much of the rush toward Facebook is a lemming-like leap off a cliff, hoping that the glowing Facebook aura will infuse your own brand with a halo. And maybe, just maybe, with all those FarmVille-chatty connections, your brand will go viral.
Yeah. We could calculate this another way: The typical U.S. consumer sees 166 TV commercials each day (5 hours and 9 minutes of average television viewing with 16-18 minutes of commercials per hour, most 30-seconds long). Does anyone want to have a relationship with 166 brands? Of course not. Marketers have always chased audiences, and as Facebook nears 700 million viewers, it certainly has a sweet customer goldmine. We don’t dismiss a Facebook fan page for brands that really can build communities of passionate support. But like sneakers, bras and Bank of America financial accounts, in media, one size does not fit all. Instead of building a microsite inside Facebook hoping the throngs there will find you, perhaps your energy is better invested in building a reason for an audience to come see where you already are.

Ben Kunz is vice president of strategic planning at Mediassociates, an advertising media planning and buying agency, and co-founder of its digital trading desk eEffective.

5 thoughts on “The 1-out-of-6,250 math of Facebook fan pages

  1. Totally agree Ben. The rush to blindly using new media (which is no silver bullet) will I hope be balanced by still valid concepts of providing real value and reasons for customers to engage.Passionate support of a brand does not happen just because you have a presence in the space.

  2. BTW I have done the math and of the 137 million US unique visits to Facebook in the month of April only 22 million are active on Facebook any give day based on total monthly visits.

  3. I love my bank, but I’m not passionate about banking.

    I think this Bank of America page works better because runners LIKE running (at least that’s what BrandFlakes keeps telling me). If your product lacks passion, find something that has it, and make it yours.

    http://www.facebook.com/ChicagoMarathon

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