© 2012 Zuum

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Analysis for Nov 2012 ZuumSocial.com

Report:

The Z-100 Trends, strategies and tactics for 100 of the top business pages on Facebook.

Zuum: A Social Content Strategy Tool

© 2012 Zuum

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Benchmarksaverage number of posts per page

average page fan growth rate

average engagement rate per post

average number of fans

of all posts were photos

of all posts were status updates

of all posts were links

of all posts were videos

58 3.24%

.1%15.9 million

70%8%

13%7%

Activity for November, 2012

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Content Overview

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๏ Overall posting volume among all Top 100 pages dropped by 14% from October

๏ Average monthly posting volume is 58 (down from 67 in October)

๏ 70% of all posts were photos (drop of over 4% from October)

๏ Status posts increased by 49%, from 4.8% to 8.2% of all posts

๏ 89% of all engagements are Likes

๏ 7% of all engagements were Shares

During November,

posts for the Top 100 pages were shared 5.3

million times

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Leaderboard: Sorted by engagement rate.

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Showing top 10, plus Top 100 averages.

Gradients represent top 10 standing for that column.

๏ Overall average engagement rate of .10%. Strong for pages with so many fans.

๏ 5 of 10 most engaging pages are luxury brands (up from 3 last month)

๏ 13% drop in average monthly posting volume since last month (from 67 to 58 posts)

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Leaderboard: Sorted by fan growth rate.

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Showing top 10, plus Top 100 averages.

Gradients represent top 10 standing for that column.

๏ Four of ten fastest growing pages are above average page size.

๏ Broad range of business types among fastest growing pages. Suggests broad appeal of Facebook to brands, who are pushing for more fans.

© 2012 Zuum

Engagement By Day and Time

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๏ Significant engagement late weekend nights/early morning

๏ Engagement varies little across the different days

Larger circle indicates more posts.

Darker circle indicates higher engagement rate.

Times posted are GMT-6.

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Most Viral Subjects

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๏ Two photo-oriented subjects are at the top of the “most viral subjects” list.

๏ This parallels what we’ve been seeing on Facebook for a while now -- that photos are highly engaging. Their quick-view format also makes them easier to pass along.

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Subject Analyzer: “shots” & “image”

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๏ Photo-based subjects drive higher percentages of sharing, or virality

๏ Note overall higher engagement rates of photo-based posts, as well

๏ Subject “video” was used considerably more than either “image” or “shots”, which could dilute performance

© 2012 Zuum

Key Takeaways

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๏ Average page posting volume dropped 14% from Oct to Nov. That’s especially notable given the onset of the holiday season. It’s further indication of what we noted last month: that brands are focusing more on posting quality than quantity.

๏ Photos still the dominate media type, at 70% of all posts. However, that’s down from 74% in October. Status updates also increased from 4.8% of all posts in October, to 8.2% in November.

๏ Over 7% of all engagements were Shares. Given there were almost 72 million total engagements generated by these 100 pages, that’s over 5.3 million Shares in one month. That’s a signficant of word-of-mouth impact.

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© 2012 Zuum

About This Report

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The Z-100 is a monthly overview of 100 of the largest consumer brand pages on Facebook.

All data was gathered and analyzed using content strategy tool Zuum.

For a Free downloadable Leaderboard, including a full list of pages analyzed, visit ZuumSocial.com/Z-100.

If you’d like additional insights, either for publishing or applying to your business, please email info@zuumsocial.com

Thank you,

Doug SchumacherCo-FounderZuum

© 2012 Zuum

A Social Media Strategy Tool

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Zuum helps marketers maximize performance for their social marketing program by showing them what types of content drive the highest levels of engagement.

ZuumSocial.comFree DemoSee how Zuum can improve your page performance