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New data shows impact of Facebook Timeline changes

Author's avatar By Dave Chaffey 10 Jul, 2012
Essential Essential topic

How does your Facebook engagement compare and how can you improve it?

For Facebook company pages, Tabs or Views have always been one of the most important ways to engage an audience more deeply. This can be through a Gated Like page (example); competitions encouraging Email or loyalty club opt-in (example) or games to name but three.

New data from Facebook analytics company Pagelever has shown the impact of the time line since it was introduced on 30th March this year. It also gives a useful benchmark for the level of engagement you should be getting:

The analysis is based on data across 500+ pages that had over 10,000+ fans.

The key insights from this report are:

  • Average tab views per visit are relatively low (now 0.06/6%). This gives a benchmark to compare with and a conversion rate within Facebook marketing to work on improving. It also suggests how the design of Facebook limits marketers in engaging their audience in content marketing outside of the Wall. Their own site or community will enable them to encourage engagement more effectively.
  • Data Shows Visits to Custom Tabs on FB Pages Cut in Half By Timeline (-53%) - this shows the importance of using visuals on the views panels to make engagement with Apps more as Ford do here

Pinning your View to the top left can also help generate awareness of what is in your tabs as in this example:

  • Facebook Users explore Facebook pages more on weekends than weekdays. The implications of this are clear - don't ignore your Facebook at the weekend - use tools such as new Facebook scheduling tool to keep content flowing

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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